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Overture Traffic Less than Google Adwords

It is me or everyone else also agrees?



9:25 am on Sep 27, 2004 (gmt 0)

10+ Year Member

I am advertising on Google Adwords for the past 2 years. Results have been amazing. Daily impressions are high and so is the CTR.

Recently we decided to test Overture with the "very same" set of keywords (that we run on Google).

The results were a disaster. Just by example: On Google Adwords daily we spend $180 - on PPC of $0.20, in stark contract on Overture, our daily spend is $30 (at best) with a PPC of $0.50

We even did what is usually forbidden. We turned Google Adwords off - for three weeks ran only the Overture campaign, along with more keywords, same result - dismal sales and CTR.

We then reverted back to Adwords and instantly sales saw a sharp upward spike?

I have read in so many posts how people prefer Overture traffic to Google, (in our case it is the reverse). Am I missing out of something?

Any experiences shared would be welcome.


8:39 pm on Sep 27, 2004 (gmt 0)

10+ Year Member

I had used Overture for years now, since the GoTo days and penny clicks that got you a decent position if that tells you anything. I started with Adwords a couple years ago, but didn't really concentrate on them until last fall and started getting outstanding results. The results were so much better and cheaper than Overture was that I sort of let Overture slide for the last year. I ended up spending around $15/day with Adwords verses maybe $1.50/day with Overture.

Well that has to change since I found out my main site has been banned from Yahoo for some unknown reason. I need to revitalize my Overture ads to get some traffic from Yahoo and MSN. So I'm trying to rework my ads here. It galls me to have to pay 20% to 30% more for a middle ranked position in Overture that I know will probably not convert as well as my top position in Adwords. My only real hope is that since I am in a niche market people will realize that the flood of nextag, shopping.com, bizrate, etc spam is worthless and they click on my ad which is the only one on the page that sells most of the items searched for.


11:37 pm on Sep 27, 2004 (gmt 0)

I advertise 30,000+ terms on both Overture and Google Adwords at the same positions and Overture always delivers more clicks.

At this point MSN and Yahoo which Overture gets you exposure on outnumbers the searches of Google. I am speaking specifically to the U.S.; no idea about other countries.

The Grizzler

11:55 pm on Sep 27, 2004 (gmt 0)

10+ Year Member

Adwords is far more profitable for us than Overture.

We were talking about this round the office the other day and we think that it's because serious searchers (people intent on finding and spending) use Google whereas both Yahoo and MSN attract the more casual searcher.


5:10 pm on Sep 28, 2004 (gmt 0)

"Adwords is far more profitable for us than Overture."

That may be, but the thread was about traffic/click volume not profitability.

The Grizzler

8:37 pm on Sep 28, 2004 (gmt 0)

10+ Year Member

Bostonseo - thank you for pointing this out to me.

However having re-read the initial post I still take it that babushka99 is seeking positive feedback on why there are differences on CTR and expenditure between Google Adwords and Overture.

Indeed the statement "Any experiences shared would be welcome" kind of opens the field to any fellow WW user to post what they may deem to be helpful advice.

I am no doubt in a different part of the world to you, a different line of business no doubt a different set of keywords and campaigns. My input may or may not be useful to babushka99 or any other WW member, but it is an honest reply designed to be of some assistance.

My opinion and those of my colleagues regarding the reason for different CTR's, traffic and ulitmately cost and ROI might even be way off the mark. It is however, very "on topic".


3:50 pm on Sep 30, 2004 (gmt 0)

10+ Year Member

I use both; Overture consistently brings in about 5 times as much traffic, yes, at a higher cost (about 3 times the cost per click) but at about 3 times the conversion rate as well. So, all in all, OV wins in my books. About 3000 keywords in OV and the same 3000 in Adwords. I tried all the tricks...exact match, dynamically inserting the keyword into the ad, etc.

I think it just depends on the industry. If you get into box 7 on the side of Google, you can't expect too much traffic!


10:00 am on Oct 1, 2004 (gmt 0)

10+ Year Member

And what about box #1 in Msn? Is it a better spot than #3 spot in the top box? (that is, the box with the first 3 positions in Overture displayed by Msn above Serps).
Which of the two brings more traffic?


5:31 pm on Oct 3, 2004 (gmt 0)

WebmasterWorld Administrator ewhisper is a WebmasterWorld Top Contributor of All Time 10+ Year Member

After working with a few hundred Overture and Google accounts, I've found over and over again that Google brings in more total volume and more total conversions.

However, the cost per conversion is usually significantly lower in Overture.

It matters how you determine your profit which one is usually better to the bottom line.

If you have a lot of repeat conversions, then Google is often better as it's more total conversions, you pay more for your first conversion, but in the long run, you also get more repeat customers.

If you have mostly one time conversions, and not a lot of repeats, then Overture is usually more kind on the bottom line.

It's not always about one time ROI, it's about the value of your customers during the relationship of your site with the visitor.


10:54 pm on Oct 6, 2004 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

My exeprience is the same as eWhisper's, except I've seen a small number of cases where Overture brings more total traffic. Such cases are for products more likely to be purchased by consumers who are not tech savvy (as opposed to B2B or tech-savvy consumers). It's also a bit more likely in the UK vs. US/Canada.


11:13 pm on Oct 6, 2004 (gmt 0)

10+ Year Member

I tried the Overture experience and having to jump through hoops to get my ads published only to get really bad click through rates for my terms, I think the service sucks. Some of you may love it but in my opinion it leaves a lot to be desired.

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