Dear Yahoo,

I really want to work with you but when you make it hard for me to efficiently and effectively provide top quality service to my clients, it makes me reluctant. Here are the things that where on my wish list this year that would have really helped, but now just make me want to bite my sister and not be a good PPCer this next year:

1. AdWords editor equivalent: Yahoo still seems to hold out on me here, when in reality I would visit Yahoo much more often if they made it easy for me to access as Google. Yahoo is much like the extended family who lives so far away from me and wonders why I never visit.
2. Ad scheduling: Why is Yahoo taking away from me? Have I been a bad PPC boy? It is ridiculous that Yahoo had the technology to show ads during select times and now has lost that ability. I would have a serious problem with a car company who “does not currently offer a car with automatic transmission” when it is by no means a new technology.
3. Volume: Though it varies per industry, I can say that in most cases yahoo can only provide about one fifth to one tenth the amount of traffic that Google can. Is this not like the distant aunt who gives a $10 gift card to Target expecting you to drive for eight hours to see her on Christmas?
4. My Client Center: Being in an agency, I see quite a few clients. Since the nature of an agency is that clients come and go, we need an easy (not messy) way to bring new clients in and wish them goodbye if they ever want to leave (All while maintaining an omniscient and omnipotent vantage point).
5. Backup credit card system: When a credit card goes down, yahoo doesn’t even let you have a contingency plan. It’s like my aunt refusing to stock the refrigerator with a honey baked ham in case uncle burns the Christmas turkey. Because of her stubbornness we have a lot of unhappy family members. This might be the reason we don’t like to go to her house in the first place.

So what are we left with? Yahoo is plain and simple, hard to work with. In addition, yahoo provides a whole lot less traffic to our clients. The five things that I wanted for Christmas are still not here. Maybe next year, Yahoo.