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I truly believe that one of the biggest drivers of Google's success (I'm not breaking new ground here) is how extremely usable all of their tools are. It has always been far easier to create a profitable campaign using Google than any other PPC search provider. Easy = more customers spending more money.

So, if hard = less customers spending less money, then has some serious work ahead of it with their sponsored search platform. For one thing, it is essentially a re-branded management tool from Looksmart--and no amount of lipstick is going to make that pig look good. It is one of the single most difficult (and just plain illogical) management tools you'll find.

Second, their customer service is atrocious. I've had my own bad experiences, and so apparently have lots of others. Take a look at these posts on SearchEngineWatch (a popular site in the search marketing community):

Something to consider the next time you hear referred to as legitimate contender to the Google/Yahoo/MSNs of the world.
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