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Yahoo Search Marketing Pay Per Click Advertising Forum

    
client wants to try overture
good idea for biz offering regional services?
australiangirl




msg:801436
 3:15 pm on Apr 18, 2003 (gmt 0)

Hi All,

I have a client who in lieu of SEO wants to try overture.
Given the keywords we want some clicks are expensive-now is this a good strategy as she is trying to capture a regional market? They do skin care services and sell product. Our goal is to find her local market, where clients will see that she sells product that would have travelled to the city for, or have to buy on the web. I am concerned we will pay for clicks for folks in Virgina, where we are in New England.
Thanks for advance for your words of wisdom.

 

webwoman




msg:801437
 3:43 pm on Apr 18, 2003 (gmt 0)

in lieu of SEO wants to try overture

She should try Overture in addition, not in lieu of seo. I have a client (also regional) who is doing an Overture campaign. His keywords are expensive ($8.00++), and I have ensured the name of the State where he practices law is in every listing. He had run an overture campaign once before and was getting lots of "junky" leads - since the keywords were not specific to his region.

I really don't think Overture can replace seo...but it can give a boost if done right.

-webwoman

martinibuster




msg:801438
 3:51 pm on Apr 18, 2003 (gmt 0)

This is where focused ad copy comes into play. Fortunately, Overture gives you 190 characters in which to write your ad copy. Be sure to distinguish your focus:

Skin Services: Canberra, Australia
Serving Canberra, Australia
Find your natural glow here.

If this is a competitive term, then you will pay more for the clicks, but not often, if you have a very focused ad.

Try to keep on the lowest rung of the top displayed (in Yahoo) Overture results.

Make it as specific as you can. Make it speak as exclusively to your client's audience as possible. Then your clicks will be qualified: Focused ad copy qualifies your clicks.

Tip: Compose your ad copy on MS Word beforehand, (be sure to use the word count tool in Word, that way you don't go over the 190 character maximum).

Alphawolf




msg:801439
 5:58 pm on Apr 19, 2003 (gmt 0)

martinbuster,

If this is a competitive term, then you will pay more for the clicks, but not often, if you have a very focused ad.

I don't think ad copy means too much on Overture based on my experience. On AdWords, yeah- but on Overture, ya have 2-4 sponsored listings lined up that relates to the search term.

There is no penelty for a person to simply click a link. So, I really don't think folks take any time to discern between good ad copy.

I don't. Good ad copy doesn't mean it's a good website. Bad ad copy doesn't mean it's a bad website.

Ya gotta click 'em all to find out.

Sure- it would be best to optimize your ad copy...it may help for a small % of users.

AW

martinibuster




msg:801440
 6:07 pm on Apr 19, 2003 (gmt 0)

I don't think ad copy means too much on Overture based on my experience.

Is your experience based on being an advertiser or a surfer clicking around links? I'm speaking as an Overture advertiser.

I really don't think folks take any time to discern between good ad copy.

It's not about good copy or bad copy. In fact, that has nothing to do with what I'm talking about. I'm talking about "focused" copy. Whether the copy is well written, grammatically correct, etc. has nothing to do with it. I'm talking about "focus."

Thus, if you say "widgets for sale!" You will get a general response from the widget seeking population. If you say, "diet widgets for sale" that will receive a more narrow response.

It's amazing how many of my competitors do not narrow-focus their ads. My roi is very good precisely because I shut out as many of the surfers least likely to be interested in what I am offering.

If you read enough threads around here you will find that the general consensus is that ad copy does matter, as a simple tweak can increase or decrease you CTR dramatically.

:) Y

Alphawolf




msg:801441
 8:29 pm on Apr 19, 2003 (gmt 0)

It's amazing how many of my competitors do not narrow-focus their ads. My roi is very good precisely because I shut out as many of the surfers least likely to be interested in what I am offering.

If you read enough threads around here you will find that the general consensus is that ad copy does matter, as a simple tweak can increase or decrease you CTR dramatically.

I see your point and agree with the focus point. From advertising on Overture though I haven't noticed much difference in ad content changed relative to CTR. It is hard to pin down though.

I read some very good threads about ad copy here.

Regardless of tweaking the only time I saw a big rise in my CTR was when I was able to retain the #1 position for a solid day _and_ had a specific discount percentage mentioned in the ad. Went from 1.3% to 3.2% CTR

I attribute most of that to being in the #1 slot though. When I dropped from #1 the CTR dropped of course.

I understand your point about focus though. ;)

AW

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