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FindWhat became horrible in the U.S.
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.