Archive for the 'Overture' Category

CTR explained

Tuesday, March 9th, 2010

A long time ago, we wrote briefly about how higher Click-Through-Rate (CTR) values aren’t always desirable, and our clients often ask how to best interpret the significance of CTR. CTR is literally defined as the percentage of people who viewed an ad that clicked on it.  For example, if an ad is shown 100 times […]

SEM bidding and traffic increase nonlinearity

Friday, December 11th, 2009

Even PPC campaigns that have an Impression Share (IS) of nearly 100% can get more traffic by increasing bids. What happens when you do so? Will doubling bids result in twice the traffic? No, and here’s why. If you increase your bids, your ads will show up higher and will get both more impressions and […]

Google Market Share Grows

Tuesday, February 6th, 2007

The 10,000 lb. gorilla is getting heavier. So says a recent report by comScore. Google sites (,, etc.) increased their market share in December to 47.3%, compared to 28.5% for Yahoo and 10.5% for Microsoft. The numbers themselves aren’t as important as the trends: Google continues to grow, Yahoo grew more percentage-wise and thus […]

Request access to new Yahoo Sponsored Search

Tuesday, October 17th, 2006

Yahoo! has announced the availability of their new Sponsored Search program to select advertisers. It is being rolled out to advertisers in stages, and you can either wait for them to get to your account, or you can request an early upgrade. We have yet to take the new system for a test drive, but […]

More Caveats for the Overture Keyword Suggestion Tool

Monday, June 5th, 2006

Today I was conducting some keyword research on specific health topics, and I was collecting data from the Overture Keyword Suggestion Tool. As noted in previous posts, the tool’s stemming can result in significant ambiguity. Another big problem is that the data comes from Yahoo’s search network which Search Engine Marketers like us often request […]

Theory of Bidding Strategy in AdWords and Yahoo Sponsored Search

Sunday, April 9th, 2006

Michael Schwarz recently gave a Google Tech Talk on the bidding systems used by Google AdWords, Yahoo Sponsored Search, and other PPC programs that utilize “Generalized Second Price” (GSP) auctions. The presentation provides a very interesting analysis of bidding strategies and stability of the GSP system, comparing it to others that in some cases are […]

Tips for Preventing Click Fraud

Wednesday, March 29th, 2006

The Marketing Experiments Blog recently posted the results of a click fraud study. The study itself is interesting but somewhat inconclusive due to its short duration and limited scope. However, they make some excellent suggestions for preventing or at least reducing click fraud, some of which include: Watch for significant variations in ad campaign performance. […]

Most Expensive Keyword Advertising Terms

Wednesday, March 29th, 2006

You think you’re paying a lot? A recent post on CyberWyre identifies some of the most expensive terms upon which to bid in AdWords. Not surprisingly, “mesothelioma lawyers” tops the list at over $50 per click. AdWords’ use of CTR in calculating bid position means that most advertisers aren’t paying this much. Top position on […]

High CTR Isn’t Everything

Friday, March 24th, 2006

High Click-Through-Rate (CTR) is a good indication that people find your ad compelling. AdWords even rewards higher CTR by letting you bid less for the same position than someone who has a less effective ad. So the name of the game is maximizing CTR, right? These are real statistics for a 24-day period of a […]

Signs of Click Fraud

Friday, January 27th, 2006

Click fraud occurs when someone clicks on your PPC ads in order to incur charges with no intent of doing business with you. Occasional clicks of this sort incur little additional cost and are very hard to differentiate from legitimate users. The real problems occur when systematic attempts are made to deplete your advertising budget […]