the PPC Book|PPC Blog | Querying for Dollars

OK, I’m going to give this thing a chance. If for nothing else, we need it.

If this whole MSN Yahoo acquisition were a car race, here’s how I see it:

Adwords: The BMW.

It’s simple and elegant, but powerful underneath the hood. It’s got the latest technology that no one else has. It’s also got great distribution. It’s a world beater. No one can touch it.

Yahoo Search: The ‘67 Camaro.

It’s a classic American muscle car. At it’s peak it was sexy, innovative, powerful, and universally loved. However, in the last few years it has failed to keep up with technology changes. Hasn’t innovated, has fallen in with the wrong crowd, and has been neglected. It’s rusty, balding, and it’s past it’s prime. It’s sitting in the front yard on blocks.

MSN Adcenter: The Ford Focus Sync.

An underappreciated competitor. Great value, cutting edge sync technology, and about as much reach as a 5th grader in the NBA. It may actually be very cool, but the fact it’s made by Ford is simply too much to overcome.

If you were MicroHoo (microsoft/yahoo), what would you do?

I’ll tell you what you do. Think of it this way -

Can a Ford Focus ever beat a BMW in a road race?

Good lord no.

If you took the guts of a Camaro and put it in the Focus would it have a chance?

Probably not, it’s a Focus for christ sake.

Now. Let me ask you this:

Could a ‘67 Camaro with some modern technology upgrades beat a BMW?

Maybe.

At least you would stand a fighting chance.

OK. Now we’re talking. Let’s take it one step further.

Could you beat a BMW with a lovingly restored ‘67 Camaro, jet black, with high performance wheels, an upgraded engine with the latest sport fuel injection, a racing suspension, and all the latest racing technology?

I think you might kick a BMW right off the track with that package. Either way, you would create believers. You would sell tickets to the race. You would get yourself back in the game.

Take a little strategy from the politicians. Play the CHANGE card. The underdog. The outsider. Point out Google’s weaknesses. Make them look like the bully they are.

What I’m saying is, take the microsoft engineers who know how to execute and manage a project. Look how far they’ve come in no time at all with Adcenter. Then give them Yahoo’s market share and content abilities. Combine those together, and you’re almost in the game.

Then get in there with your souped up Camaro and kick their ass.

C'mon guys. We want to see a race.