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Yahoo Search Marketing Pay Per Click Advertising Forum

Content Match
From the 27th June

 11:26 pm on Jun 24, 2003 (gmt 0)

Overture have announced they will doing content match (similar to the Google Adwords stuff, from the 27th June, with a 20% discount for 90 days by way of a trial of the service.


This on the back of 93% of advertisers saying they want more traffic.

Like Google, it's an opt out feature. Interstingly enough MSN will be providing a lot of the content pages, which is a big plus for both the relationship between Overture and MSN, and as a way of competing for eyeballs with increased reach opportunities.



 11:54 pm on Jun 24, 2003 (gmt 0)

Slightly less than ideal news for existing MSN content providers...


 8:21 am on Jun 25, 2003 (gmt 0)

Yep. Other than Google they roll out their product internationally from the beginning, meaning in Europe you have this option too.

It's a opt-in service, which I find somewhat nicer for existing customers.
At least in Germany only the top3 listings get displayed.


 11:31 am on Jun 25, 2003 (gmt 0)

>similar to the Google Adwords stuff

Like adwords, you can't test it separately.
Our clients don't want more traffic. They want more conversions.



 11:46 am on Jun 25, 2003 (gmt 0)

What do you think about the partners they have so announced so far? MSN doesn't sound bad..

too much information

 1:22 pm on Jun 25, 2003 (gmt 0)

Mike, I completely agree with wanting more conversions! I am currently getting traffic from Overture through searches that are similar to my terms, but not exact and not relevant to my site.

That's more traffic, but it's costing me money without benefiting me or the person doing the search.

The way I see it, the more irrelevant hits I get (more traffic), the less people are going to respect the sponsor links, and eventually my hits go down.

So far their spelling (or mis-spelling) match technique is not very impressive to me. If I wanted to pay for "smiley widgets" instead of "small widgets" I would bid on it.

Don't get me wrong, I'm not getting enough irrelevant hits to cause any harm, but it's enough that I notice it. I don't mind the site content matching, but if their other magic tricks are faulty, how good will the content matching be?


 9:17 pm on Jun 25, 2003 (gmt 0)

I do not see any way to sign up to have Overture ads on my web site. Anyone have any info?


 9:54 pm on Jun 25, 2003 (gmt 0)

Glad they had the good sense to make possible to disable content targeted ads on your account. This page also shows a screen shot of the reporting pages:

[content.overture.com ]

Seems you'll be able to report on traffic in aggregate (all), overture only or content targeted only.

Will be interesting to see whether the referring URL of these clicks makes it possible to tell overture and content targeted traffic apart (as you can with google's referring URLs).


 11:10 am on Jun 26, 2003 (gmt 0)

Hi Squirrel

If you're in the US, go to this page:


there should be equivalent pages for each country


 5:00 pm on Jun 26, 2003 (gmt 0)

I had seen that link, but I do not see anything in regards to Context Match on editorial pages.

Why would a web site use Overture's Context Match over Google's Ad Sense?


 3:43 am on Jun 27, 2003 (gmt 0)

Panic, horror and all the like...knowing Overture ethics and principles which are next to nothing, no doubt they will soon make it mandatory

Like Micke say we dont want more traffic but more convertion. They should concentrate in sort what is there already like giving the option to opt out from these no very wellknown search engines in which we may dont want to appear


 9:08 am on Jun 27, 2003 (gmt 0)

What is this going to mean in practical terms? If you're bidding on 'software development russia' will you also appear under 'software development'.


 1:21 pm on Jun 30, 2003 (gmt 0)

Can web site owners display Overture content ads on their sites like with Google Adsense?


 11:58 pm on Jun 30, 2003 (gmt 0)

Here's a yahoo page on it [story.news.yahoo.com...]


 8:49 am on Jul 1, 2003 (gmt 0)

So the main point seems to be this: There's no way for OV to do the matching of the content automatically! Looks like they still have to rely on editorial review.

Applied Semantics used to be technology partner for OV - until Google bought the company and built their Content Ads and the adsense program on it.

That's why OV Content Match is restricted for now to only a handful of large partners.

If that is true than we have a case of pretty sharp and unscrupulous business tactics from Google, or - a case of Overture having made a BIG mistake.


 9:04 am on Jul 1, 2003 (gmt 0)

I still haven't really understood how this works and I can't see any real explanation from Overture. I don't know about you guys but I switched it off straight away.


 3:27 pm on Jul 1, 2003 (gmt 0)

Google uses a certain amount of human editorial review as well on building their database of terms.

From :

"Google combines filtering technology, an editorial team, and your input to create a robust set of filters that are right for you, including:

Editorial review. Across the Google network, ads do not run on publisher sites until they have been reviewed and approved by Google's editorial team. We classify each AdWords ad as Family-Safe, Non-Family-Safe or Adult/Explicit. Of these, only Family-Safe ads are shown on publishers' sites."

Overture seems to want to offer a higher degree of context, which is good. And they want quality web sites.

Still, an Overture VP was quoted as asking, "Why would a marketer want their ad to be on a Blog?" Well, it depends on the blog, doesn't it?

But where the ad is displayed is important. "The effectiveness of Web site advertising is directly and significantly impacted by the level of personal loyalty audience members feel toward the content of specific sites, according to the latest researchs released today by the Online Publishers Association," according to this article by Tobi Elkin in Ad Age:


 3:38 pm on Jul 1, 2003 (gmt 0)

>>"Why would a marketer want their ad to be on a Blog?" <<

Because blogs are usually fairly subjective things; advertisers can appeal to readers who want commercial solutions related to the content.

Seems the OV spokesman is talking with his nose in the air, hoping that publishing and advertising should only be for the well-heeled... a blogger should up and bite his leg...

Blogs are badly maligned. They vary in quality as do any form of publishing. I follow some blogs that i see as some of the best content sites on the web. And for web advertising a click through is a click through, and in adsense's case its targeted.


 4:18 pm on Jul 3, 2003 (gmt 0)

Content ads from Google or Overture or anyone else for that matter need to have a seperate bidding market.

At least Overture lets you opt-out your entire account instead of campaign by campaign.


 8:27 pm on Jul 3, 2003 (gmt 0)

Overture's Content Match may be strong in certain categories, but it can't possibly be as targeted as Google's AdSense.

More important, it's based on the flawed assumption that targeted text ads will work better on large corporate partner sites than on niche sites.

AdSense takes one of the fundamental concepts of the Web (namely, that the Web is a collection of pages, not sites) and uses technology to match the ad to the user's interests. Overture's Content Match doesn't do that. Maybe it will eventually, if Overture can follow Google's lead by integrating its FAST and AltaVista search technology into the Content Match program. But for now, Content Match is clearly a step behind AdSense.


 8:34 pm on Jul 3, 2003 (gmt 0)

I avoid the "wrong" traffic syndrome by the way I craft my ads - so even though I come up under certain terms, my titles and ad content clearly are designed to steer away non-interest traffic, thus helping with targeted leads.


people search for "widget holders" but I craft the ad for "widget holders for specific situations" which helps tremendously


 3:54 am on Jul 4, 2003 (gmt 0)

"people search for "widget holders" but I craft the ad for "widget holders for specific situations" which helps tremendously"

...I guess I have to desagree withyou on the above statement...The very big mayority of people is going to search for "widget holders" even if they are really looking for "wideget holders for specific situations" so it does NOT help so tremendously but it makes you lose in lots of potential customers (when, if they are genuine anyway :-) )

In fact, unfortunately, the above approach in many cases only works in the theory and never on real life. By doing this you can convert a very much searched for keyword string in one that will not bring you a handful of searchers for a whole month period


 3:57 pm on Jul 6, 2003 (gmt 0)

Hi folks,
I have 2 overture accounts. I didn't check in on them for a few days after the change on the 27th. When I did check in, I noticed that since match driver had been implemented, my daily spend had more than doubled on both accounts. I immediately turned the match driver off, because my ROI had not seen any improvements. However, even with match driver off, my daily spend and ctr on both accounts is approximatly 50% higher now than it was previous to the 27th (and it had been fairly steady on both accounts for months previous), I have changed nothing else on my accounts.
Is anybosy else experiencing something similar? any ideas why?
My only guess is that lots of people ran out of money faster than the expected when match driver was implemented so I have less competition....still, I am not seeing any increase in sales..


 3:58 pm on Jul 6, 2003 (gmt 0)

oops..when i said "match driver" on the previous post, I meant "content match"...doh!


 12:20 am on Jul 7, 2003 (gmt 0)

I would warn people away from Overture. I've heard negative stories about them from the advertiser prospective. Here's one from an affiliate perspective.

I've been using their search box for 18 months. They say they pay quarterly and 45 days after the end of the quarter. Of the six payments I have received, I have never received one on time. Equally, I have never received one until I emailed them requesting payment. It comes across to this webmaster that Overture has a business plan that says do not pay affiliates on time and unless they ask for it.

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