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By Ed Kohler - 6/17/2002 
When discussing pay per click advertising with Overture
advertisers, they tend to say it's an easy program to use to get
to the top of search engines. While this is true, a well-optimized
and carefully researched pay per click campaign can often deliver
much more traffic to a site at a lower average cost per click.
To bring your average cost per click down while increasing pay
per click traffic, you need to get a high number of search terms
approved for your site.
But as you start digging deeper for relevant search terms you'll
probably start bumping up against some of Overture's
search guidelines. For the most part, Overture's
guidelines help improve the quality of their advertising directory
while at the same time improving your return on investment. Here
are a few examples of what you can expect to experience in working
with Overture
along with some suggestions on how to make your Overture
ad campaign a success.
Common Reasons For Declines
Search term Relevancy: While there are plenty of searches
for the term "sex" online, if your site is for a consulting
firm, it's just not relevant and will not get approved. Okay,
that's a stretch, but it's surprising how many people use that
logic when picking search terms. This should be an easy rule to
comply with, but there are times where the editors at Overture
just won't be familiar enough with your business to see how a
term could be relevant. In those cases you have two options which
I'll outline later.
Poorly Written Titles and Descriptions: Overture
limits the use of ALL CAPS, hype, and excessive use of symbols
in the titles and descriptions you build. While this theoretically
hurts advertisers by lowering the click through rates on ads,
it actually has the opposite effect since Overture
would not have the portal relationships they have with Yahoo and
other major sites without this guideline. It also works in your
favor by forcing people to read your title and description before
clicking on your site and costing you money. In most cases, Overture
appears to only decline for hype and excessive use of symbols.
However, you should really consider matching your titles and descriptions
to you search terms. While it can be labor intensive, the closer
you match your titles and descriptions to the search term you're
bidding on, the higher the quality of traffic you'll receive for
your pay per click dollar. Many Pay Per Click management firms
have tools to cut down the time involved in building a relevant
set of titles and descriptions. Hey, if you do this every day
you eventually get around to automating things.
Direct Path: This term is loosely regulated by Overture,
but the idea is to make sure your link goes to the specific page
on your site the search term is targeting. While you'll rarely
have a term declined for this it makes good business sense to
do this voluntarily. Why? Because it improves usability which
increases sales and contacts. You're doing your visitors a favor
by sending them to what they're trying to find. Ford should send
someone directly to the Ford Explorer page for "ford explorer"
searches, NOT to www.ford.com.
If you have a framed site or a site build entirely in Flash you'll
have problems with this one.
General and Specific Search Terms: This is at tricky one
and should be based more on your own discretion than Overture's.
Overture
loosely rejects listings from companies bidding on generic industry
terms. But this one is an extremely gray area. Use your own best
judgment as to what's a truly relevant term for your site and
fight for those but here are some tips on what NOT to fight for.
If you run a local car dealership, don't bid on "cars."
If you run a small travel agency, don't bid on "travel."
The terms receive a lot of searches but they're simply too generic
to generate any sales for your business and are very expensive.
Additionally, if you don’t plan on bidding into either the
top-3 premium search positions or at least the top ten for a term,
skip it. Why? Because, based on our client's experience, you'll
end up receiving more clicks from competitors viewing your site
along with vendors looking for leads than actual customers. Do
you really want to pay for that traffic? Of course not.
So those are the basics, but what are the bigger challenges?
Regional websites: If you run a site that Overture
views as regional, while you really sell a product or service
that can be sold nationally, (eg. Junky car dealers probably only
deal regionally while a classic Porsche dealer probably deals
nationally or internationally.) This is a common problem and often
calls for an appeal. If your site targets a national audience
make sure Overture
lets you advertise to that market. Tip: There are MANY cases where
sites do a poor job of bidding on relevant local terms which tend
to be much cheaper than the more generic national terms. Do not
overlook this opportunity for highly targeted traffic. However,
this will lead to challenges related to:
Insufficient Search: Overture
has decided to set a minimum number of monthly searches for a
term to make it worthy of bids in their database. For example,
you can bid on "pictures of shitzus" but not "shitzu
calendars." The demand just isn't high enough. This one is
frustrating for people who have taken the time to build extensive
lists of keywords, and just because a term doesn't get a lot of
searches doesn't mean someone isn't willing to pay for that traffic.
Overture
realizes this too, but it vastly increases the terms in their
database if they allow every possible combination of words no
matter how obscure they may be.
Appeals: After submitting your terms, you'll receive a
response from Overture
with a list of what terms are approved and what terms have been
declined along with the reasons for declined terms. The turn around
time is between 1-5 days. So what should you do about declined
terms?
If a term was declined based on direct path or poorly written
titles and descriptions, just clean things up and resubmit. They
probably did you a favor. However, if you're declined for a reason
that needs clarification, you can request a Secondary Review form
by replying to the editor's email address. This form is an Excel
Spreadsheet where you can list the declined search terms along
with an explanation of why you think you deserve a listing for
that term. This is a rather slow process but it does work.
Since Overture
is a human-edited site, there are some inconsistencies in how
their guidelines are enforced. This leads to another approach
to appealing declined terms. There is no penalty for resubmitted
the terms through the regular listings system in the Direct Traffic
Center and in many cases the exact same search term, title, description,
and URL will be approved by a different human editor. The nice
thing is that once a term is approved it will be there for a long
time.
Many amateur pay per click advertisers can think of a few dozen
terms that are applicable to their website, while an expert in
the field can often generate many times more terms. Consider hiring
a pro to manage your campaign.
Ed Kohler is proprietor of Haystack in a Needle. Contact Ed
for assistance in setting up or improving your Overture
search engine bid management. This article was originally
published on Traffick.com.
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