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This is a sad state of affairs for advertisers, searchers as well as Overture. Nevertheless, there are plenty of keywords associated with most goods and services that do attract qualified parties. The challenge is to build a solid inventory of relevant keywords, monitor referral traffic and eliminate keywords that appear to attract the bogus click throughs.
Of course, the impact of all this is that YSM takes more management overhead and produces far fewer results - everything you have to factor into your ROI. Ultimately, your participation has to be evaluated against other third tier programs.
On the keyword level (or category of keywords), under "Manage Content Match" tab, you can also reduce your bid to a very low level (doesn't turn it off, just turns it way down) or chose to take them offline for Content Match.
If you set the account setting to kill it, you don't need to mess with the categories / keyword listings.
I'm about to jump back into an old Overture account, which I was looking forward too (minus slow approvals and their crummy admin)...
but I totally didn't expect to see what's been raved about on here for the last few months!
I understand to turn off Advanced (phew, thanks for that one!) and Content Match...
but is it even worth the effort to start this account up again?
I have $1800 sitting in the account from way back...
I also aksed (and have been approved for) for a bulk upload due to the spend the account used to do.
But now I'm thinking about asking for that money refunded and dumping it into G...which is my primary advertiser anyway.
My market is "tshirts" and "artwork"...
which isn't exactly the high value "insurance" or "hosting" keywords.
But damn...sure seems like Yahoo has blown it.
All the while Google is kicking Arbitrage out and simply throwing millions of dollars away.
What a contrast.
On a couple of our larger sites we display the top 5 Overture ads for the keywords and im often amazed that the site visitors often dont click on the number one spot despite it being the most dominant.
On one day i noticed from the stats that the position 4 was getting almost 70% of the days traffic!, when i looked at the advert i could see that it was worded very well compared to the three above it and site visitors who are often lazy anyway were clicking on it because it looked like it was going to be the best result. If this site was in position 1 i doubt it would have had much more of the traffic but it would have cost them 4 times as much!
When i buy in traffic now for other sites i will play with the wording of the title a few times in position 3/4 maximise the clicks and i dont go higher. I guess a lot will depend on your keywords and your competing sites but overall the description and title of you advert play a very important roll when it comes to establishing your ROI from advertising.
Hope this post is of interest
Also, position number 1 does not pay 4 times as much as position number 4. It may be only a $0.03 difference between first and fourth position.
I just turned off several categories that have been doing terrible recently. They have keywords that get clicked on a lot from search partner sites which may explain why.
Im gonna stick with my small group of keywords that have proven to do well over time and just simply not expand my YSM campaign.
For one of my campaigns I turned them off to see if I could get a better ROI. All I got was less traffic and same ROI. So I found for this particular site/market the expanded network accounted for about 50% of my total clicks, and these clicks converted no worse.
I suggest doing some testing before shunning all those clicks right away.
We only have 1 competitor in the US and they haven't even learned about the internet yet. So I'm also not competing against anyone when they search for my widgets. Of course there are other ads above or below me in the sponsored listing, but they are normally not relevent.