How do you differentiate paid search programs of Google and Yahoo?

Google AdWords

Advantage – Google AdWords offers the most robust paid search campaign program. It can help you to get majority of paid search traffic as Google tops the list of search engine platforms.

Disadvantage – Because of its advantage, large number of marketers use Google AdWords for PPC Marketing which makes its cost per click more expensive than MSN and Yahoo.

Yahoo! Search Marketing

Advantage – Yahoo offers a lower pay per click cost compared to Google AdWords and it has a pretty decent PPC interface.

Disadvantage – The reporting features of Yahoo! Search Marketing lacks effectiveness. This is where Google AdWords steps up.

Choosing the right paid search program should be based on the objective, target and budget of your business.