Sorry to sound stupid here, but I advertise on both google and overture and get ten times the business from google ppc. The monthly impressions are vastly different as well; I get about 28000 impressions per month from google but only 5000 from overture. Why is that? As far as I can tell, I'm giving overture the same leeway that I give google for where to place the ads. If someone has an explanation, I would love to hear it.
With Google, a bid for 'widgets' will show for small big and tall widgets. On Overture, while they do have an advanced match feature, many of the longer phrases (and geographic qualifiers) aren't added to the matching - making it so you need more words in Overture for the same exposure you receive in Google.
yup, and by adding hundreds of keyword variations overture becomes quite a handful to maintain. Then repeat all in overture UK/IT/DE etc.. and for the same keyword checks/maintenance one has to spend hours, where in google all is done in minutes.
seems that overture never really evolved from the beginning days of PPC. google in comparison is a breeze to use.
I would like to say "different people require different strokes to play a ball". With my business in consideration, I find adwords to be costlier (in last 2-3 months) as compared to overture. I would rather say that, it all depends upon the syndication partners where the results are displayed, which makes the difference in trafic/convserions.