Re: Overture effectiveness -- not
Jim Novo wrote:
>I have a client who makes $25 in profits for every $1 she
>spends on Overture ads. Try telling her Overture is
>"over-rated." She loves it, because when she has too many
>sales, she cuts back on her bids until she catches up on
>making product (handmade jewelry). She controls supply /
>demand in real time with her bids.
I think that's great! That's also why I laid a heavy YMMV
on my statement. Mine was not a pronouncement applicable
to all players. Far from it. What I was pointing out was
that Overture is no panacea and is some cases, is worse
when it comes to generating qualified traffic. Not for
your client, but certainly for us.
>In your test, you are essentially saying that the audience
>created at your site when you were using Overture must have
>been of lower quality, because your advertisers got less
>click through. I see the gross numbers "with Overture" are
>about 1/3 of that "without Overture", meaning your "natural
>traffic" must have picked up quite a bit after the Overture
I know that's how it looks. Actually, these are side by side
numbers, over the same time period, as controlled as a
sampling gets. I have no axe to grind with Overture,
especially if it works for you.
>Forgive me, but when you are regenerating natural
>traffic that is already targeted, you are going to get
>higher click rates than when you are dragging traffic
>in off the street. I think you're seeing a natural effect,
>not the results of a test.
FYI, we track EVERYTHING and the traffic we got from Overture
was definitely not repeating.
>It may be your assumption is true, that the traffic
>generated from Overture was of poor quality, but then we
>have to go to the keywords and creative. Apparently, the
>keywords you were using are too broad or the copy not
>specific. For every site I have ever worked on, whatever
>it is you want visitors to do, the visitors coming from
>Overture do more of it. This does *not* include clicking
>on ads, which I have never been involved with.
That could be true. The same test partner who insisted on
Overture, also bought up a lot of keywords and ran the site
description past us. Perhaps we're not keyword/description
wizards, but they were pretty good when passed by our team.
If you got to the site, you can see that there aren't too
many permutations. I agree with you, though, in that the
text partner was still into the "high volume traffic" thing,
which is always a mistake.
>Assuming you had awesome keyword selection and killer
>creative, your conclusion then is "Visitors from Overture
>click on less ads at the landing site", not "Overture is
>over-rated" I suggest what you are seeing is behavioral
>and has nothing to do with Overture - after all, they just
>clicked on an ad. Now you want them to click another?
It really does work that way, Jim. This month, our CTR's a
ranging between -- if you can believe it -- 4% and 9%.
Even I don't believe it, but it's true. So yeah, they're
>Your natural recurring traffic is much more likely to do
>this than traffic you drag in off the street.
Ordinarily, yes.. But PillowMail.com is a different breed
of animal. I'm not sure that recurring clicks more. In
fact, I suspect it's the opposite.
>Rob, I love ya, I really do. Everything you say about
>branding makes sense to me. You know that world, and you
>know how to make it work. But when you start dissing my
>side of town, I gotta stand up for the people that live
>there. Each approach, branding or direct, has value as
>long as it is executed according to the parameters that
>define best practices for the approach. And when we do
>testing, we need to be very clear about exactly what is
>being measured and how.
Nah, I hope you realize I wasn't dissing anyone. That's
why I tried reeeeeeeally hard just to drop off the numbers
and get viewpoints like yours, which have truly added some
I also learned that if I get another partner who insists
on Overture, I won't make a move unless I hire Jim Novo first.
Big Time Branding (SM) http://www.RobFrankel.com
Revenue-generating Branded Communities: http://www.i-legions.com
Get FrankelTips delivered every Monday! http://www.FrankelTips.com
1-888-ROBFRANKEL * 818-990-8623
Received on Mon Mar 04 2002 - 10:49:15 CST
HOW TO JOIN THE ONLINE ADVERTISING DISCUSSION LIST
With an archive of more than 14,000 postings, since 1996 the
Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion
of online advertising and online media buying and selling strategies, results, studies, tools, and media
coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.|
Online Advertising Industry Leaders:
Local SEO with Video
Houston Web Design
Add your company...