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Although they currently say they remove terms for underperformance, I've never had any of my useless terms removed.
"underperforming terms" are in many cases the highest conversion terms, and equally the cheapest. They are a niche that the small budget can play to earn against the big boys.... the use of skill versus capital.
With the continued squeezing out of skill to make way for capital, seems like Overture's becoming more like Looksmart. They should merge and call themselves Overlook.
While they don't have to take G's approach and move the ad up, they could at least not punish the low bidder.
Click Index™ is a scoring system created to help you understand how well your listings are performing. It works by evaluating your listing's click-through rate relative to your competitors, while taking into account your current position.
If your listing significantly underperforms, it will be removed, but you may resubmit it if you make changes to your title and description that result in an improved click-through rate.
There's now a five-segment graph next to your keyword term that measures your "Click Index™."
I like this! I hope it eliminates those slobs that hike up the bids on irrelevant terms.
Anybody else notice any other changes?
Click index, "your cost", new help, better global navigation with tools, new nomenclature, all on top of O's recent changes to Add listings, et al....and next we will have the keylime tracking..
all with editoral quality control...
A combination of technology and class.
What a buy...
Everyone is happy but I compared the two accounts and the CTR for most of the terms on Overture are horrible. For one specific account in mind it makes Adwords look that much better.
(BTW, I love the new layout at Overture.)
IMO, it looks like the days of cheap branding are history. If you want your name to show up, you'll have to entice people to click on it.
"Ajax Widgets - please don't click on me" isn't going to fly.
And it appears that underperforming bids will be forced to hike their bid just to stay in the game. As in a normal bidding process, top bidders will pull up the bids. Now it looks like low bidders will have to push up the bids just trying to stay in the game. A kick in the butt is added to the proverbial carrot on the stick.
The emails might go like this: 'Dear Mr/Ms Fatbudget, your bid of $2.50 per click is underperforming compared to the click-through rate of other bidders on your search term. We suggest you raise your bid to $3.00 per click to improve your position in the search results, and therefore your click-though performance, in order to remain in our search results'.
For the unscrupulous, however, it appears that clicking on your competitor's links will cause your own relative performance rating to drop and you'll have to pay more.
For those active in monitoring their accounts this is another point for you to take notice.
One thing I can't understand is if the index is a rank on how you perform against the competition, how can it be that on solos (i.e. your the only advertiser bidding), you can have some that show 3 bar, indicating your average against the competition......... if there's no competition.
This has got to be a measure of just CTR against the aggregate avg CTR. The interesting thing about my 4s is that they all have CTRs of 20% and higher.
When there is no competitor to measure, hence no data on the keyword level, you must compare it to the aggregate.
Wouldn't you suppose?
On top of that, there is only so much of 100% to share. If one ad gets 60% and the next gets 30%, is the ad with 30% irrelevant to the user and therefore should be removed?
I would much prefer a threshold to aim for, like google has. I can wrap myself around 1%. I know I need to get better than that and I also know that if the competitor gets more clicks, the competitor will rise above me, but at least I know my ad has a chance.
I guess I won't complain too much though. Very few of my ads have a LCI, so it's really not something that affects me... yet.
The Overture person I spoke with mentioned something about different criteria for certain terms.
Something to research?