|but how come they bid so much and screw it up for the rest of us |
I think you know the answer to that one - they've got more money than sense. As I write that, I know that that isn't true - they just have so many terms that they automatically blanket bid them, probably making sure that they're top in each case. So they have lots of money but not a lot of time to micro-manage.
At Ad:Tech San Francisco I attended a session featuring the eBay guy in charge of their PPC and he mentioned a little about how they managed their keywords, which, if I recall correctly, I believe he said that they are bidding on a million of them.
He was talking about managing "buckets" of keywords- can't recall how many keywords are in a bucket. So yeah, it looks like they could probably cut out some fat from their PPC campaigns.
Can't remember if this applied solely to Google AdWords or both.
|They have more money than sense |
You can say that again. By accident I found that Ebay is bidding on the word 'the' on FindWhat! Check it out. "Buy and Sell The On eBay."
Yes, but on a lighter note, isn't it great when you're bidding on a phrase that is getting loads of clicks on it and more importantly a high CTR and ebay is nowhere in sight! And neither are any of your competitors!
I wouldn't be suprised if overture gets a discount on their clicks too since they have incredibly high volume...Making it easier for them to bid higher.
A complaint won't help either - they have too much money for Overture to upset.
I complained twice about Dell who are bidding on terms for products that they don't even sell. The bid prices are 6 to 12 times higher than the next bidder. I got an interesting response from Overture - we cannot see any listings for Dell for that term. ARE THEY BLIND OR STUPID?
It almost seems ethical to instigate click-fraud against these companies so that THEY might drop the terms.
It would be highly unethical for Overture to offer a discount that is hidden to certain bidders, just because they do a lot of volume.
If the bid price says $1.00 but then overture actually only charges them (ebay, or any other big bidder, for example) $.75 or something, then the implications for the rest of us are just too foul to consider.
If this was happening and got discovered, I can imagine the outcry, followed about 2.5 seconds later by an enterprising lawyer with a class action suit, and then 3 years later we all get letters in the mail saying if you ever bid on overture, mail this back to get your $5 settlement share.
Hard to beleive overture would risk doing that, but then again, not impossible, I suppose...
They wouldn't charge the advertiser less per each click. They just give them a credit (say 5%) off their total invoice at the end of each month. Or whatever deal they have. And they definitely make deals; Google/Overture.
Yea, I have a pretty good reason to believe they give discounts...
I really don't think they could ever be successfully sued for giving discounts either. It is their business, they can charge/discount as they please. (at least that is how I see it)
Each business can decide on a price to another business. It does not need to be the same to each business, especially under differing circumstances.
Overture could not be sued.
If they could, so could your local stationery store that sells one ream of paper for $3.00 each to you because you by five reams, but $2.50 each to the company next door when they buy their 600 reams. This makes business sense.
What does not make business sense is that EBay and Dell are allowed to bid on terms they want - there seems to be no checks against their accounts.
With the massive Keyword bidding they do, they got lots of stupid results. Ebay may bring money to Overture & Co. on the short term but will lower the confidence user have to sponsored links in general and bring lower CTR on the long term...