Managing PPC campaigns became a little easier last year when the Yahoo platform was retired and replaced with Microsoft's adCenter. Now, instead of three sets of rules for keyword match-types, text ad rules, and so on, we now just have just two, with adCenter and AdWords, which, thankfully, share a lot of common characteristics.
Of course, AdWords and adCenter are not 100% identical and it is good to understand what the differences are so you can decide how best to address them. Over the next few months, I will take a more detailed look at the important differences between these two network [...]
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