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GOOGLE VERSUS OVERTURE

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Subject:  GOOGLE VERSUS OVERTURE
Author:   webdiversity:   view profile | all posts by this author | add to favourites
Date:   13:24:25 17 September 2004
 
As Alex says the return for the spend is what matters most.

We had a client that prior to implementing tracking was very reluctant to spend more than 15p a click because he had a "gut feel" that he could make money at that level, but it was an across the board pricing model.

Once we put the tracking in place and managed the campaign they felt confident in us spending (in some cases) £1 a visitor because the yield per click was significantly above that figure and the cost per acquisition target was being achieved with the right volume.

Even if you only opt for the tracking methods provided by Overture and Google themselves you won't go far wrong, at least you will have meaningful data.

One thing though from your "tactics", your brand will become more prevalent over time, certainly bid on your brand name and URL (many people type the URL in the search box in error) and avoid bidding a lot of money on "generic" keywords like "torquay". if you can track referring URL's look for the actual search string in your URL and either add positive matches (say "value hotels in torquay") as words in their own right, thus improving click through rate via relevancy, or add negative matches where people are looking for something you can't fulfil (i.e. "weather in torquay")

These techniques apply to both engines (Overture only give you 15 negative keywords per phrase or broad match), and should help improve your resluts.

Your certainly in one of the most competitive, but active sectors, so you should do well with both. Try and stay away from tire kickers, or people in price comparison mode, get into the game when they have their credit card in their hand and you'll be amazed at the conversions you can get.

Good luck.

Jim Banks
CEO
Web Diversity
http://www.webdiversity.co.uk
 
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  • GOOGLE VERSUS OVERTURE, Accala, 15 Sep 19:21
    Hi i have just set up a website that is a local area guide for TORBAY AND SOUTH DEVON, and have been looking into the PAY PER CLICK campaigns, but i find there is a vast difference ...
    • GOOGLE VERSUS OVERTURE, Alex Chudnovsky, 16 Sep 11:13
      > can anyone shed any light on this phenomenon? is it worth > paying the google prices? Its not the price of click that matters, but overall ROI - you need a good tracking sy ...
      • GOOGLE VERSUS OVERTURE, Accala, 16 Sep 13:19
        >Its not the price of click that matters, but overall ROI - >you need a good >tracking system that will be able to conclusively show you >whether you make >money from specific ...
        • GOOGLE VERSUS OVERTURE, Alex Chudnovsky, 17 Sep 09:37
          On 13:19:19 16 September 2004 Accala wrote: >Hi Alex thanks for your reply. Do you know any good >tracking systems that you would recommend? > >are they relatively simple to ...
          • GOOGLE VERSUS OVERTURE, webdiversity, 17 Sep 13:24
            As Alex says the return for the spend is what matters most. We had a client that prior to implementing tracking was very reluctant to spend more than 15p a click because he had ...
            • GOOGLE VERSUS OVERTURE, Accala, 20 Sep 23:36
              Thanks Jim, that is some good advice. I havent even realised that there was a 'negative' and 'positive' search string... how naive i am. Bit concerned about paying too much f ...
              • GOOGLE VERSUS OVERTURE, webdiversity, 10 Oct 22:46
                Change your programmers!! There is a good reason why people are prepared to pay more for the names, but many fall into the trap of assuming that everyone looking for the hotel b ...
          • GOOGLE VERSUS OVERTURE, Alex Chudnovsky, 17 Sep 15:00
            On 09:37:57 17 September 2004 Alex Chudnovsky wrote: >Generally it should be too hard to implement these. Apologies for typo - it should read "NOT too hard to implement"! ...
          • GOOGLE VERSUS OVERTURE, MattTucker, 17 Sep 18:14
            Hi, You might like to consider a bid management system like WSPS's BidBuddy. WSPS automatically manage bids across all the major search engines according to preset strategies s ...
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