I was thinking about starting an overture campaign. I just found out our competitor currently is running an overture campaign as well, most of the keywords they pay for range from $1.25 - $3.00 a click.
Our company processes about 1000 leads a month, about 30% of which come from the internet. Each closed lead = $130,000 (gross)sale. Obviously closing is rather hard due to the level of the cost and I am also unsure of our closing ratio.
How beneficial can an overture campaign be for us?
We just fired a SEO company that was charging us $700 a month for SEO. The SEO failed in getting us listed over our competitor which is using the overture campaign (I am sure they are using other tactics as well). I recommended the contract with the SEO company be dropped. So now I have to determine/find a solid solution that works.
Should we try a month with overture with a $700 balance and see what happens, or would our $700 a month work for us harder somewhere else?
This is almost an impossible question to answer without knowing more of your current campaigns and placement.
The real goal is to be on the first page of search results as being on the top page at Google can drive more leads to your site than a lot of dollars in advertising.
The pharse I tell ppc heavy clients over and over is (and I wish more people would understand): Ad campaigns should supplement your normal traffic, not be the source of it.
If you have a decent search engine ranking, and have an extra $700 a month to spend, splitting the difference between Overture and Google AdWords, and then track your sales conversions to see which is giving you higher quality leads would be your first step in deciding where to spend your money.