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How is Overture going to replace the revenue they're losing by deleting all the low click index listings that only have 1 bid? If they use match driver, they're just going to get into the same low click problem.
Interesting...
One of the criteria for all PPC engines is that your advertisement is pretty much "on topic" for the keywords that you are advertising under.
If you are the only bidder and are only getting a low CTR then it would indicate that there are many searches performed on the keyword that you are targeting for which your advertisement is not relevant.
The PPC engines don't like this because it can harm their reputation - which is why they won't loose sleep over the lost revenue.
- but i'm not sure what "Match Driver" is, so the above may be rubbush...! :)
Just my thoughts...
One of the criteria is that your advertisement be on topic? This must be new.
Not new at all; otherwise they'd be happy (as you say) to let low click through ads run on keywords in which there were no competitors and take what little revenue it would generate.
For MSN (or any Overture partner for that matter) to display Overture sponsored listings ABOVE the natural search results then Overture must give some guarantee that the ads will be on-topic to the users search, otherwise people will just stop searching on MSN because every time they search on "DOGS" a sponsored listing selling second hand cars comes up!
Anyway, here's something interesting this morning: we're second for a term, it's getting a CTR of 13%, and it was added as a low click index listing. Non-dmorison posters, what the heck is that all about?
At first I thought that I would be able to figure out the ClickIndex easily by comparing keywords, relative postion, absolute bid, and click rate. Not all terms have been processed yet, but so far, it is truly a puzzle.
For example, I have a listing where I am the only bidder with $0.05 bid, click rate of 16% and 3 bars. Right next to it, a term where I am also the only bidder with $0.05 bid, click rate of 1.9% and the SAME 3 bars!
Another example. One listing with highest bid on 0.21 and mine is at the third place at $0.18. There are 5 bidders in total. Click rate for this listing is 4.1% and the listing is scheduled to be removed (one RED bar). The other listing is with the same number of bidders, click rate of 1.2%, mine in the postion #1 with a $0.11 bid. The same Click Index of one bar.
Just thought I'd share. Anyone with other or similar experiences to compare?
