 |
|
|
|
Overture (formerly Goto) pay-per-click optimization and Overture bid management involves three key components:
1. Keyword/keyword phrase research. Because companies only get charged if their listings are clicked on, companies should bid on as many keywords as possible - especially at the beginning of a campaign. This is why Overture and other
pay-per-click engines provide a search term suggestion tool.
2. Optimization of bids. If a listing is not in the top three bids on Overture, it will not get placed in a premium
position on the pay-per-click partner sites and therefore lose out on valuable traffic. Also, in most cases, a bid is approximately $0.05 more than the next bid.
If the keyword gets 50 clicks in a day, then the company is spending $2.50 per day (or $75 per month) more than necessary. Multiply this by 10 keywords and the company could be losing $750 per month.
Finally, there are often times when bidding in a certain position does not make
sense because the company could save money
if it took advantage of a gap in the bids - why bid on listing #1, when listing
#3 is more cost-effective. Beacause Overture does not
provide it's clients with a tool which narrows the spreads between bids, BriSmi consulting
can provide these Overture Bid Management services.
3. Optimization of listings. Most people do not realize that the copy in
the title and description of a pay-per-click listing effects how the listing will
appear on a partner site. It is important to optimize the listings to increase
the percentage of clicks per search. Overture clearly states this in it's listing
guidlines, but most people do not have copy writing experience and therefore ingnore
the recommendations.
<--WHY PAY PER CLICK SEARCH ENGINES?
|
|
|
