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When FindWhat became Miva, it was because the companies stock was delisted from whatever exchange the stock traded on. FindWhat changed the name in an attempt resurrect a dying company(financially). Do the homework if you are not familiar.
I thought you were insinuating that the goto - overture -
yahoo name changes were for the same reason that FindWhat changed their name. I know there are FindWhat/Miva defenders here, so I thought perhaps you were one of them. Glad to learn that you are not one :)
My experience, is with any of the PPC, you need to track the key words. I put up 3 different pages, with tracking codes on the products to see where the orders are originating from, and then use a different PPC for that page.