I like how easy it is to implement new keywords, so that you can see what your competitors are bidding against them in addition to their own bids. It was difficult at first but once we got over our initial learning curve of this program there really wasn't anything bad about using its capabilities other then perhaps some minor UI changes would be helpful. The software does not have any technical glitches or errors when running reports which helps me out a lot as i am often required to run multiple different queries simultaneously by pulling data from various sources all day long.