Internet Retailer reports today that MSN AdCenter, its new pay-per-click service currently in beta, is outperforming both Google and Yahoo according to search industry experts testing the service.
MSN's AdCenter has features additional to either Google or Yahoo which allow advertisers to target their advertising by additional demographics like gender, age, geography etc. Currently Google and Yahoo only offer targeting by geography.
MSN's AdCenter is still in beta testing, though it indicated that it would launch either late first quarter or second quarter, 2006.
What this means to you: If you currently advertise using pay-per-click, you will want to watch the AdCenter launch closely. Not only will it possibly provide you with a bigger bang for the buck than other advertising, when it launches it will slash Yahoo's current reach, because it currently provides MSN with its sponsored listing results.
If reach is one of your goals with pay-per-click, have MSN on your list to expand to when it launches.