Overtures new "advanced" match

Will google go this way?

[johnnydequino]

Overture on thursday annoucned a new "advanced match" feature that is almost like googles - your keyword will be a broad match keyword and show up on related searches. Overture is now eliminating phrase and broad matching and combines it into an "advanced match" listing.

UNLIKE google, however, overture will still put the exact match first, which will keep most search results relevant.

Will google ever follow this ? Exact match, in my opinion, coming before broad match would improve google adwords relevancy. Phrase and broadmatch will then be listed behind the exact term.

I like google adwords, but I have always believed Overture has truely understood PPC and what relevancy brings to search. Will google ever go this way? Comments?

jd

[skibum]

Google probably stands to make more money throwing everything in together even though the Overture method would seem to provide more relevant results.

Since Google is always preaching relevancy, you'd think they'd take this step.

Though it does seem like there have been some good AdWords algo changes recently, most recent changes like the introduction of extended broad match and the lack of any kind of advertiser defined targeting options for content ads would seem to put Google revenue growth first with ad relevancy and advertiser ROI coming in a distant second.

[johnnydequino]

The funny thing is, google prides itself on relevance except on PPC. On PPC, they pride themselves for the almighty dollar and try to control results with technology tweaks. Will never work, and it has not worked in my opinion.

Short term, Overture may have a lower average cost per click, but over the long term I think an inverse relationship will develop where googles average cost per click will decrease and overtures will rise above googles.

MSN, with longhorn, will based their new search technology closer to the Overture . I think in a year or so, google is going to lose a ton of market share due to short term calculations with PPC. Time will tell.

jd

[europeforvisitors]

MSN, with longhorn, will based their new search technology closer to the Overture . I think in a year or so, google is going to lose a ton of market share due to short term calculations with PPC.

Maybe, but there's nothing to keep Google from milking the cash cow while it can and hitting the "relevance boost" switch later on if competitors pose a greater threat than they do now.

[shorebreak]

Exactly, efv, milk now, while milking is good.

[johnnydequino]

I disagree. Google's adword relevency is only going to hurt google as long as they put broad match first. I would to own this stock.

I like to use adwords, but would love it if they just adjusted to the correct policy.

[GuitarZan]

Hey,

MSN, with longhorn, will based their new search technology closer to the Overture . I think in a year or so, google is going to lose a ton of market share due to short term calculations with PPC. Time will tell.

Which again shows you that more competition in this field will be awesome for advertisers...

C.K.

[johnnydequino]

Just wait until you see what MSN is going to do with PPC. Say goodbye to overture, they will run their own system and start out with .01 minimum bids to woo advertisers. Overture/Yahoo will be fine in my opinion, but google will suffer.

jd

[shorebreak]

Why would Overture be fine and Google suffer?

[johnnydequino]

Relevance. Yahoo has it, google does not.

jd

[europeforvisitors]

Relevance. Yahoo has it, google does not.

I suspect the opposite is true for most niche topics, because Google's content network can deliver special-interest audiences while Yahoo/Overture focuses on portals and general news/entertainment sites. (Of course, Google won't fully live up to that "special-interest audiences" promise until advertisers are able to buy pieces of the network instead of the whole package.)