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PPC Overview?

Looking for a good overview on getting the most from PPC

     
9:04 pm on Dec 4, 2003 (gmt 0)

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Up to this point I have been relying on Google for all of my traffic but with the new Florida update my traffic stinks. I am considering PPC and was wondering if anyone has ever written up a overview of the PPC engines and a howto page on how to get the most for your money.

I looked through the library here but didn't see it. Maybe I'm just missing it?

9:10 pm on Dec 4, 2003 (gmt 0)

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a quick half hour in the Overture forum and Adwords forum should the trick nicely.

the goalposts change very quickly, so information from last mth will be out of date.

Shak

10:40 pm on Dec 4, 2003 (gmt 0)

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If you can absorb enough information to make up those accounts in a "quick half hour" no wonder you're moderator...

Think I spend 30 minutes a day reading those the 3 ppc forums.

9:08 pm on Dec 9, 2003 (gmt 0)

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Overture has about 45% of the market, Google about 47%, Business.com is great for B2B-related searches, and Ask Jeeves and FindWhat are the other two worthwhile SEs.

Bids on Overture average US$0.40, $0.30 on Google, and there are approximately 500,000,000 searches/day in the U.S.

Smart advertisers have the biggest keyword list possible to avoid price wars on the top terms for each category, and measuring and reacting to keyword-level ROI is what sets apart winners from losers.

Managing to portfolio-level ROI goals (CPA, ROAS, etc) is also a best practice.

How's that for a brief overview?

5:33 am on Dec 10, 2003 (gmt 0)

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Is there any good tools for us to locate the most popular keyword used everyday?
6:22 am on Dec 10, 2003 (gmt 0)

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Bids on Overture average US$0.40, $0.30 on Google, and there are approximately 500,000,000 searches/day in the U.S.

Just curious, what is your source for this information? specifically, the average bid information.

12:21 am on Dec 11, 2003 (gmt 0)

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Overture's $0.40 number comes from their own previous quarterly earnings statements (prior to Yahoo acquisition) and Google data comes from my own work looking at a large number of bids and from asking companies in the SEM space their opinions/anecdotes.
5:24 pm on Dec 11, 2003 (gmt 0)

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Thanks for the info.

About the bidding on a large number of keywords... whats the best way to come up with the list? I know that Overture has a keyword suggestion tool but the list it gives back is far from "large"

Are there any worthwhile tools to help with this?

1:46 pm on Dec 13, 2003 (gmt 0)

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>>Overture has about 45% of the market, Google about 47%, Business.com is great for B2B-related searches, and Ask Jeeves and FindWhat are the other two worthwhile SEs.

Tell me you didn't mean to include Findwhat in that sentence? Do you really get a good ROI from Findwhat? I had a hunch I wasgetting very poor traffic from them, so I shut Overture down and just had traffic (or lack of) from Findwhat. Nothing, zilch. $50.00 down the drain. It could have been worse though. I was going to put a couple hundred in Findnothing ;)

6:37 am on Dec 21, 2003 (gmt 0)

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<Bids on Overture average US$0.40, $0.30 on Google, and there are approximately 500,000,000 searches/day in the U.S. Smart advertisers have the biggest keyword list possible >

This is a little late to respond to the original post, but would like to thank Shorebreak for the input. Confirms what I sense from 4 years of advertising on the Internet.

There are, these days, only two PPCs that seem worthwhile in terms of ROI: Google, and Overture. Find What, maybe --and I have heard on previous posts, that 7Search is doing better now than in the past. But if I were a Mom and Pop retailer on the Internet (which I am) -- and it were real money out of my personal pocket to spend (which it is) --- nowhere but Google, and Overture. Can't beat them, even though both seem quite costly at times.

6:28 pm on Dec 23, 2003 (gmt 0)

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$50.00 down the drain

Spending only $50 on a test campaign is hardly enough to see if a campaign would work.

I have spent a thousand dollars on a ppc campaign before before I got it profitable. I would try different ad copy & positioning to see if it works (Don't assume the same ad copy you use on overture should work the same on findwhat, test something new)

9:19 pm on Dec 24, 2003 (gmt 0)

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Any suggestions on how to build a large keyword list rather than to use overture suggestion tool and adwords suggestion?
6:45 pm on Dec 25, 2003 (gmt 0)

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Use your logs to see what words people use to find you. Depending on the type of hosting you have, you can discover the words as well as frequency.
9:11 pm on Dec 25, 2003 (gmt 0)

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Bids on Overture average US$0.40, $0.30 on Google, and there are approximately 500,000,000 searches/day in the U.S.

I would seriously question this data. It is rare to find a search nowadays for any of my terms across dozens of non-reltaed sites where Google is less expensive than Overture. Six months ago, yes, but nowadays, no way.

Even when Google became more expensive than Overture per click, I was still getting better conversion rates, however, as long as I don't allow broad matching, which causes them to plummet.

MQ

10:47 pm on Dec 25, 2003 (gmt 0)

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I am sorry, but I have to dissagree with Findnothing.com. I ran a 1500.00 campaign over six weeks, and all I can say is it is like throwing money down the drain. The support sucks, the bill department sucks, the service just plan sucks.

I will also say that you can get a good amount of traffic by bidding on Google and Overture slots at the lowere amounts. Furthermore, Ah-ha, ePilot, and 7Search are also cordial PPC's that can be used at the very low pennies per click. I had ran a test against these sites and Findnothing, and all of the other had proved a decent ROI except Findnothing. Their traffic has just gotten worse not better over the past few months. When your feeding search results to Revenuepilot, Searchfeed, and hotbar at a min. of 0.05 per click, you can go through a few hundred dollars per day and get no legit leads or sales.

CompWorld

1:25 pm on Jan 3, 2004 (gmt 0)

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> and Ask Jeeves and FindWhat are the other two worthwhile SEs.

Espotting?

From my point a of view, overture is much cheaper than Google.

5:58 pm on Jan 4, 2004 (gmt 0)

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The point has been made on other threads that while FindWhat's traffic is much lower quality, the cost of FindWhat traffic is proportionally lower by the same amount, netting out to the same EPC results as Overture and Google, albeit for much smaller quantity.
6:23 pm on Jan 4, 2004 (gmt 0)

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It is rare to find a search nowadays for any of my terms across dozens of non-reltaed sites where Google is less expensive than Overture.

All our bids are cheaper on OV, but our actual CPC is generally cheaper on G.

6:54 pm on Jan 4, 2004 (gmt 0)

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> All our bids are cheaper on OV, but our actual CPC is generally cheaper on G.

How's that?

11:45 am on Jan 5, 2004 (gmt 0)

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1:37 pm on Jan 6, 2004 (gmt 0)

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> > All our bids are cheaper on OV, but our actual CPC is generally cheaper on G.

So your CTR is very good?

tolachi, thanks for the URL.

4:57 pm on Jan 6, 2004 (gmt 0)

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On average, our OV CTR blows away our G CTR. However, on G CTR actually makes a cost difference, so yes, overall I'd say our CTRs are good, at least good enough to pay less on G than OV.
9:07 am on Jan 8, 2004 (gmt 0)

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> On average, our OV CTR blows away our G CTR.

That's probably because it's only faintly marked as "sponsored" on most pages :)

1:25 pm on Jan 8, 2004 (gmt 0)

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dirkz

I agree completely. While good copy will increase OVs CTR rates, the base you work from is much higher on OV because of the way it's presented to the public as a listing and not an ad.