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Yahoo Search Marketing Pay Per Click Advertising Forum

    
Overture to Launch Their Own Bid Management Tool
seth_wilde




msg:810777
 3:11 pm on Jul 27, 2004 (gmt 0)

Overture's software division is expected to launch Search Optimizer on Tuesday. The Web-based application was designed to help search engine marketers manage and optimize large numbers of keywords. The tool is Overture's answer to aQuantive's Atlas OnePoint, or Atlas Search, but the auto-optimization works only on the company's proprietary marketplaces.

press release [webmasterworld.com]

[edited by: Brett_Tabke at 6:20 pm (utc) on July 27, 2004]

 

stuntdubl




msg:810778
 3:35 pm on Jul 27, 2004 (gmt 0)

Here's another scoop on it:
[mediapost.com...]

pageoneresults




msg:810779
 4:19 pm on Jul 27, 2004 (gmt 0)

Here's the official Press Release from Overture...

Overture Launches Search Optimizer; New Campaign Management Product Maximizes Advertiser Return on Sponsored Search [corporate-ir.net]

insight




msg:810780
 6:34 pm on Jul 27, 2004 (gmt 0)

Worth noting that this service is a subscription service.

I guess it's nice to see new features, but I'd much rather they quit segregating their broad match listings from their standard match listings.

I was really hoping a little more of the Yahoo usability mojo would rub off on Overture after the acquisition.

satanclaus




msg:810781
 6:45 pm on Jul 27, 2004 (gmt 0)

Always good to see more features. Alot of good to come from this new toy.

rudy0826




msg:810782
 9:04 pm on Jul 27, 2004 (gmt 0)

I think this service it only tracks overture accounts and its rather costly

[edited by: rudy0826 at 9:25 pm (utc) on July 27, 2004]

werty




msg:810783
 9:16 pm on Jul 27, 2004 (gmt 0)

Overture actually has a section on their site about it:
Overview [content.overture.com]
Features & Benefits [content.overture.com]
Pricing [content.overture.com]
How It Works [content.overture.com]
Demo [demo.perf.overture.com] (flash required)
FAQ [content.overture.com]

There is a pull down menu for the above selections located in the upper right and hard to see.

metatarsal




msg:810784
 10:27 pm on Jul 27, 2004 (gmt 0)

Funny thing - but my business creditcard expired several months ago, and I was sent a new one with a different number.

Accordingly, a lot of payments signed up on the orig. card failed (Overture, Looksmart, Yahoo, MSN, who knows.., God knows etc.)

My sales are *exactly* the same as before.

IMHO there's an awful lot of cash being sunk into SE coffers - and with no measurable ROI.

Overture? Who are they?

Adwords? Well I know about this - but its money down the pan.

It's like the dot.com burst all over again - but this time the SEs get the cash, until the mugs find out.

Just MHO :-)

christopher w




msg:810785
 10:38 pm on Jul 27, 2004 (gmt 0)

metatarsal -

what was your approximate monthly spend - just for a better frame of reference...

hobbnet




msg:810786
 11:32 pm on Jul 27, 2004 (gmt 0)

IMHO there's an awful lot of cash being sunk into SE coffers - and with no measurable ROI.
If you aren't tracking your PPC search engine campaigns you have no business doing them in the first place in my opinion.

With a little programming you can easily track a campaign's effectiveness. Without tracking you are blindly spending on advertising like people did foolishly during the boom.

Anyways, I think I will give this program a shot. I spoke with a rep. at SF Ad:Tech and I'd be interested in seeing how effectively their automatic bid management works based on the target CPAs I give them.

I have yet to try out 3rd party bid management applications though...I'd be curious to hear how people compare the 3rd party applications compared to the inhouse ones like overture's.

GlynMusica




msg:810787
 7:46 am on Jul 28, 2004 (gmt 0)

I agree with hobnet that you have to be tracking campaigns properly if you go into PPC, otherwise you undermine the very aspect of this kind of campaign action that PPC affords. I wouldn't mind if I could bid on a really specific keyword that would "guarantee" me a conversion. However, at the last lookin' on PPC I was forced to choose keywords determined to be of "value" rather than those I wanted. To this end I can't bid on the keywords that might not come up often via search, but when they do would be more solid than the often "suggested alternative".

So what's happening is companies are being forced/advised to bid on keywords that have "market importance" (high volume = high return?) but in reality are keywords that return a range of enquiries rather than answer a specific need.

To give an example, last month a clients site returned 23,000 referrals from the search engines. Looking through them I estimate that approximately 17,000 of those could not have been bid on in Overture's current state. I could have bid on their keyword bigger brother but why would I want to do that?

It might be that the PPC marketplace has changed - it's been a while since I last logged in - but as the conversion rates I get via organic listings are more or less the same as that of PPC, I've never really been persuaded to venture in too deeply.

What's more you don't even get reports on IP's that clicked on your listings and that's just gotta be fundamental before I give anyone my credit card to play with.

Glyn.

sem4u




msg:810788
 7:57 am on Jul 28, 2004 (gmt 0)

I wonder how many times it will adjust your bid during the day. Are third party tools only allowed to check a certain number of times a day?

icedout




msg:810789
 4:43 pm on Jul 28, 2004 (gmt 0)

I may be confused, but I thought you don't need any programming knowledge to track your PPC campaigns. I just use overture's and google's conversion tracking tool, which is included in your membership. Plus I believe there are programs like clicktracks (I think that was it) and others that will track conversions for you.

hobbnet




msg:810790
 5:06 pm on Jul 28, 2004 (gmt 0)

You are right IcedOut you don't need programming knowledge to do limited conversion tracking.

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