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OVs help for the "Manage Listings" page does not mention 0 bars, only 1 bar, which means "well below average"...
I see that taking a closer look to click conversion is essential for OV long term business but I still don't like it. Right now I took $-prices into all my ads to lower clickthrus and raised bids to gain higher positions. Worked out well but I guess it is not the way to go for high click ratios.
There are a couple competitors who irk me and I hope to see them disappear. These bidders place a high bid on a term for which they very very likely aren't receiving click throughs, thus driving up the cost for everyone else.
It doesn't cost them a cent to sit on the terms and drive them up, except on the rare occasion someone might actually click on their ad (which would have to be by mistake).
I for one will be happy to see their underperforming ads dry up and blow away.
So yeah, it's nice when our competitors are zapped, but when we're about to, there's no recourse, because OVER still acts arbitrarily, and so the people who know better will just let their ads stay there and take the risk that it'll be deleted anyway.
There's a nicer front-end here without the back-end. Baby don't got back.
[edited by: TomWaits at 3:59 pm (utc) on May 5, 2003]
I think OVER is using this as a first step to move towards more of a Google Adwords model. Google has already proven that Adwords is the model the works for them with the the ending of Northern Banners.
The really interesting thing is the odd search terms that are showing impressions. For example we are on an island off the coast of Venezuela and for two consecutive days we are showing impressions for "3 mile island" which I would assume no one advertises under (I haven't looked). Another example is that we advertise under "keyword falls". They are showing us for impressions under "keyword of the north" which is really odd considering our term is close to the equator.
I see that OV would prefer me to write some enticing description which would cause a lot of clicks but not necessarily more sales. We will see...
Have underperforming ads been removed in the past? I never had such a case, but I guess that Click-Index has been used in OVs quality assurance for a longer time..
what sort of clickthrough are people seeing on Overture?
For myself, on some terms Overture is giving me a slightly higher ctr than adwords; but in other cases it's adwords that is coming through.
But this is hard to compare because Adwords is a different environment due to it's extraordinarily higher traffic levels. Because of that, it's okay sometimes to coast on a 1.8% CTR, whereas with Overture you absolutely have to squeeze harder to get decent traffic.
most people know that click-thru tends to increase the higher your ranking
Not in all cases.
This has been a problem with Overture. You can place a non-relative term at the top, not pay a cent, but raise the cost to other bidders PLUS ruin the relevancy for the surfer.
I think that Overture is looking to improve the relevancy of their listings and that's a good thing.
I am not sure I can compare the CTR between adwords and OV. I am not clear on whether the CTR in OV is based on the # of times the keyword is searched or the # of times the ad actually appears. There is a vast difference.
I am under the immpression that in adwords it is the # of times the ad actually appears since adwords gives you the ability to limit how often and where your ad appears.
OV, on the other hand, does not specify this. Depending on where you are ranking, it can make a big difference on how many times you appear.
The other difference between AdWords and Overture is the use of negative words, brackets and quotes on AW. It's hard to know exactly what impressions we are getting with Over with their matchdriver. Have a look at [webmasterworld.com...] for a better idea of what's happening.
We have moved most of our limited budget to AdWords however we feel that we need some presence in Over. It takes a lot more time monitoring Over than it does AW.
That being said, it's confusing the hell out of me. We have low CTR lindex words with CTR of 20%+ and some with no index with a 100% CTR (2 clicks from 2 searches).
I'm sure in time it will be easy to understand, but see what happens when you go away on holiday!