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So I checked back on the same KW on Google.
Adwords for two months had 104 impressions and 3 clicks
Overture for 5 days had 246 impressions and 16 clicks.
Hard to trust this.
If so, you can see that the CTR is much higher in the Overture account than the Google account, in addition to the impressions being higher.
Overture/Yahoo's affiliate system is surprisingly large when compared to Google's. It's also extremely mysterious ... one never know exactly how large it is. If you want to try a little experiement, do not show your ads on Overture's content network ... just the search network.
You'll see a big drop on all fronts. Check your ROI frequently to see how it is impacted.
Ya gotta compare apples to apples. If SFReader has content match enabled on Yahoo but not on Google, that explains the disparity, right there.
And I do agree that Yahoo/Overture has a generally higher CTR than Google. For the past few years I've been attributing that to the reasons why a visitor would use either service, or their affiliates. Google is for ... Googling, getting information more than purchasing. Yahoo is a big shopping network, so I figure more of its users would be inclined to click an ad.
Consider this keyword:
super blue widgets
On Google, a bid on widget (or possibly blue) could trigger your ad. A search for super widget widget or blue widgets should trigger your ad (if it's at all relevant - but that's another discussion).
On Yahoo, super widets and/or blue widgets might trigger your ad. A bid on the keyword widget won't trigger this ad.
This makes it so on Yahoo, you really need to go after the longer keyword phrase variations, where some people can be successful on Google by just broad matching a few keywords.