Ask's PPC Platform Blows

I'm sorry. As bad as that sounds... there is absolutely no other way in which I can politely stress my point all the while still express the frustration that I have for the Ask Sponsored Listings platform. It's time for a rant.

Let me be clear... I have no beef with their technology or even their sponsored search network. I happen to think that Ask has done very well on both of these fronts. However, the problem I do have is with the platform's interface. I find their interface to be extremely difficult to use which in turn makes managing a paid campaign very difficult to do - almost to the point where I'd rather my clients didn't advertise on ask. This is a problem and it needs to be addressed.

In my 6 year tenure as a search marketing professional, I have not once come across a PPC interface as difficult to use as Ask's is. Not Google. Not Yahoo!. Not MSN. Not Kanoodle. Not Enhance. Not 7Search. Not FindWhat. Not anyone. To me, it is almost as if Ask took a long look at what other PPC platforms had done with their interfaces and decided to do an about-face and march the other way. I certainly understand the need and desire to be unique, especially in a space as competitive as search, but to ignore certain industry standards when it comes to navigating the platform or even creating and editing campaigns is a horrible mistake.

Originally, I wanted to share specific details about the interface and why I believe it is both difficult and confusing. However, in an effort to avoid further badgering on my part I've decided to axe those paragraphs and cut this post short. I may or may not come back to this subject in the future.

In any event, am I sitting alone on an island here, or do you feel the same way? I'd love to hear your thoughts as they pertain to the Ask Sponsored Listings platform.

Labels: commentary-rants