Learning to Manage Overture (after google)

does overture lack structure?

[remilon]

I Have been using Google Adwords for the past year and now I am am trying to move a couple of accounts into Overture. I tried having a Overture "specialist" create my accounts for me. (That went over like a fart in church.) The biggest waste of money.

I was wondering if anyone had advice for managing the differences in the (campaign - ad group - keyword ) structures of google & overture. In other words, it seems as though you have to eliminate one of the levels (in google) when moving it into overture. Either you have 1000 categories (overture) = 1000 ad groups and no campign level etc.

Is working on overture in a large scale bound to be a mess? It just seems like they are lacking the organizational structure that adwords has.

[your_store]

As far as relating Google's structure to Overture...

Campaign = Category
Ad Group = Search on ad title / ad copy
Keyword = Search on keywords

As you can see, Google focuses on point & click navigation, and Overture thinks search is the way to go.

[remilon]

that makes sense. So instead of having to navigate through the Campigns, etc... you would just search the Categories, etc.. to get the ads you were looking for. So in a sense, it would be faster than google?

I was discouraged by how overture looked like a long list with less structure, but If i'm understanding you correctly overture could make more sense.

Do you have any other tips for my transition into overture?

Thanks.

[your_store]

Differences from Adwords..

- Straight bidding is a different game
- Take advantage of the extra characters OV gives for titles and descriptions
- 8th place on Yahoo is better than you would first believe.
- pinning is fun, if it isn't happening to you
- bulk upload is your friend
- OV defaults to "exact match"

[remilon]

Thanks Your_Store.. A few Questions. If you don’t mind.

1. Straight bidding?
Do you mean bidding a flat rate like five cents (10 in OV) across an entire account . Or do you mean the bidding differences between standard , Exact, And Phrase?

2. What is Pinning and how do you know when it is happening to you?

3. bulk upload is your friend : Do you mean dropping a large list of words like in Google. Could you explain.

[your_store]

Straight Bidding
Position is based solely on your bid at Overture. At Google position is determined by a mix of CTR & bid.

Pinning
Do a search for price pinning or pin. There are a number of threads about it. Basically, it means you make your competition pay their maximum bid price. Pinning can remove the idiots that come in bidding 200% more than the prior #1. You really won't have a problem with getting pinned unless you leave giant gaps between your bids and the person underneath you.

Bulk Upload
Oops, forgot you had to do a mininum amount of monthly business to use the bulk upload tool. It is a spreadsheet that allows you to upload thousands of terms at a time. A huge time savings, when compared to Google.

[iDKris]

for bulk upload you don't have to do a min. it helps to get things done quicker and easier if you do spend a lot w/ them though. there's a link on the page where you enter your keywords to "upload listings". however, everytime i tried it that way it failed. after calling they always told me to just email it.