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Overture to Launch Their Own Bid Management Tool



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

WebmasterWorld Senior Member 10+ Year Member

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]


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

WebmasterWorld Senior Member 10+ Year Member

Here's another scoop on it:


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


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

10+ Year Member

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.


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

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


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

10+ Year Member

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]


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

WebmasterWorld Administrator 10+ Year Member

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.


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

10+ Year Member

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

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

10+ Year Member

metatarsal -

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


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

10+ Year Member

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.


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

10+ Year Member

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.



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

WebmasterWorld Senior Member sem4u is a WebmasterWorld Top Contributor of All Time 10+ Year Member

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?


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

10+ Year Member

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.


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

10+ Year Member

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

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