Interactive Local Media Advisory

Search Wars: Microsoft and Yahoo! Strike at Google’s Leading SEM Position
Michael Boland , 5/18/2006

SUMMARY:  In the past two weeks, both Microsoft Corp. and Yahoo! introduced new strategies to boost their positioning in the search engine marketing space, where both trail Google in market share. Microsoft joined the competitive field by launching its adCenter SEM program, while Yahoo! announced additional features for its Yahoo! Search Marketing platform. Both moves are significant, as the differentiated features introduced represent steps forward for each company. In terms of control and usability, the SEM campaign management features baked into these new products will likewise raise the bar for the industry. Gaining ground on Google and converting loyal AdWords users will be the biggest challenges for Yahoo! and Microsoft, though new business will also result from overall industry growth.

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