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  1. #1
    Affiliate Marketing Consultant Andy Rodriguez's Avatar
    Join Date
    January 18th, 2005
    Sunny Miami
    FYI, from ClickZ

    Thursday, May 30, 2002

    A Guide to the New Pay-Per-Search Scene

    Until now, planning a pay-per-search campaign has been a fairly straightforward process: You compile your list of keywords, match them with the appropriate search term descriptions and URLs, submit them to the site, and boost or lower your bids as you see fit.

    But the situation is changing as the competition continues to blaze between pay-for-placement search engine and Google's AdWords Select program. Revisions to submission policies are multiplying, and it's becoming increasingly harder for media buyers to keep track of the rules, an impediment that can make campaign planning pretty tricky.

    First Google introduced its new program, which includes the standard pay-per-search features in addition to several auxiliary offerings; then Overture modified its policy to include new regulations that have left many advertisers bewildered. For those of you who find yourselves in such a state, here's a summary of what's changed -- and a few tips on how to comply without compromising your client's campaigns.

    A Few Changes

    Probably the most visible modification is Overture's newly implemented submission rule. It requires advertisers' keywords, descriptions, and URLs to be extremely relevant to their sites, and, more specifically, to the corresponding landing pages. Overture may have already contacted you about revising the keyword list or ad descriptions that have served your clients so well in previous campaigns. Enforcing this regulation with such fervor is, of course, a benefit to advertisers in the long run. It cuts down on misguided clicks that might result from a misleading keyword or description and diminishes the aggravation that consumers experience when a click doesn't take them to a relevant site page. (That aggravation, after all, can incite them to abandon the site in lieu of a more accommodating competitor.) The real conflict occurs when Overture's editorial team rejects a submission that you believe is relevant to your client's site.

    When an Overture editor reviews the relevance of a pending search term, he will visit your site to locate the term and gauge its importance to your business. This action has to be carried out for each and every challenged keyword. It can be a lengthy and trying process and can sometimes result in mistaken rejections -- especially if your client's site is particularly intricate or multilayered. If you do receive a notice that your search terms, descriptions, or URLs have been rejected, don't be afraid to challenge the publisher and battle for the right to bid on the terms that you're entitled to. Feel free to help by pointing out the relevance of your submission, if it isn't blatantly obvious. Don't forget that every rejected term is another conduit for your client's competitor to snatch away business, which, in turn, puts strain on the ad budget relied upon by you and your agency.

    Overture has also begun rejecting keywords that receive fewer than 25 searches per month. Again, this rule was implemented with the advertiser's best interests in mind. The objective with pay per search is to drive traffic, and the absence of a significant number of searches can't possibly help you to achieve this goal. Knowing which search terms are popular, however, can help you better serve your client. If you keep an eye on the traffic to each search term, it can help you determine which products or services interest consumers most. You can then promote these popular products and services above all others, in every aspect of your ad campaign.

    The information that pay-for-placement search engines make available to media buyers can help you determine where and how your client's products should be promoted. With so many factors involved in determining what a consumer will purchase on an e-commerce site, even the retailer himself may not know which products have the potential to generate the most sales. Once this is determined, the advertiser may reconsider what he chooses to highlight, making it easier for the consumer to get what she really wants. Consider this free research that can benefit both your and your client.

    Pay per search remains one of the most effective methods of augmenting an advertiser's site traffic, particularly now that there's a little healthy competition to encourage an improvement in service offerings. For those of you who have tested Overture and are ready to give Google's program a try, here are a couple of guidelines to keep in mind.

    Google may even be more difficult than Overture when it comes to requiring ads and keywords to be relevant. Google will actually disable your search terms if it doesn't receive a click-through rate of at least 0.5 percent. If this occurs, simply revise your ad or keyword list and resubmit it through the site's self-service online submission tool.

    Another difference is that Google allows you to control your costs by setting a daily spending budget. Say goodbye to those tedious hours of revising your bids to stretch your client's ad budget until the end of the month!

  2. #2
    Join Date
    January 17th, 2005
    Overture took me $50 and then kicked me off, because the site I wanted to promote was a "non-content" site ( advertising merchants only ). Maybe it was my fault because I did not read their term very well. What's up with this thing at google? Will they accept such sites?

  3. #3
    ABW Adviser Panel Dynamoo's Avatar
    Join Date
    January 18th, 2005
    Opposite the Slough of Despond
    Just another nail in the coffin for Oversure [img]/infopop/emoticons/icon_smile.gif[/img]

  4. #4
    Domain Addict / Formerly known as elbowcreek Thomas A. Rice's Avatar
    Join Date
    January 18th, 2005
    Kanoodle just sent out a note as well, stating that they are making changes. The relevancy bug has hit them, but in addition they are also dumbing down their system by grouping similar terms, such as 'online casino' and 'casino online'. They are also - and this is where it's gonna hurt affiliates - going to group the common mispellings of keywords along with common phrases, so affiliates can kiss goodbye to bidding cheaply on words that get spelled incorrectly frequently, or phrases that no on eelse is bidding on: Kanoodle will take the highest bids between the two, and return those to the search.

    So, lazy affiliates get more traffic, even though they don't take the time to find different ways to spell a keyword or phrase, and Kanoodle gets more money, since there are fewer keywords allowed for a given search - resulting in higher bids.

  5. #5
    Join Date
    January 17th, 2005
    "even the retailer himself".

    You know, I read that far, then I think 'oh this isn't for me. I'll go read something else".

    Its only subconscious, but its there. Still.

    It couldn't be clearer if you'd written 'white male retailer'.

    If I specified on my site that I was only interested in doing business with white people, I'd be crazy - so why imply only one gender is being addressed?

    I'm tired of it. It wouldn't kill anyone to quit the dated exclusive vocabulary. It went out with the Old School Tie.


  6. #6
    ABW Ambassador
    Join Date
    January 17th, 2005
    <BLOCKQUOTE class="ip-ubbcode-quote"><font size="-1">quote:</font><HR>rejecting keywords that receive fewer than 25 searches per month. Again, this rule was implemented with the advertiser's best interests in mind.<HR></BLOCKQUOTE> Those rare, obscure searches often bring the best targeted traffic of all for niche marketers. This rule might make life easier for managing Overture's database or something, but they shouldn't try to pretend that it has the advertiser's best interests in mind. Or the searcher's either.

  7. #7
    Join Date
    January 17th, 2005
    Google’s system is much better because it uses the click-through rate to determine relevancy. I suspect many of my keywords at google that do well in terms of click rate would not pass the Bend Overture relevancy review. That being said Google is too expensive. When they first kicked off I thought they were a little high and would go down, but the words I bid on have actually gone up by quite a bit. I don’t think I have ever had a keyword at Google average under $.13 a click.

  8. #8
    Domain Addict / Formerly known as elbowcreek Thomas A. Rice's Avatar
    Join Date
    January 18th, 2005
    You are darn tootin' about Google being too expensive. You can't get anything for less than a nickel, and just about every keyword seems to be a dime or more just to show. Yuck!

  9. #9
    Join Date
    January 17th, 2005
    Welcome to pay per click revisited. All the SEO's will be going this route.

    You pay 5 cents per click you get to list your site. You don't you won't.

    You all gotta get a clue - the information is FREE...distributing it is NOT. Someone has to's your turn.

    Now if you all would stop thinking about how much FREE traffic can I get and start to think of how can I get "profitable' traffic, you might just make it.

    The cheapest, most profitable traffic is OFFLINE right now. It may change, but that is where to go NOW.

    Build a page for XYZ and simply put a classified ad that says:

    Learn How To Buy XYZ And Save Whatever.
    Visit Our Website: (URL)

    Put the ad in some place OFFLINE where people looking for XYZ are likely to be looking.

    The whole of online commerce will be going back to pay per click soon. Why?

    Because merchants on BendOver and in the real world do not want to compete with affiliates they have no control over.

    It will all come down to you send us x number of visitors we pay you x. OR the merchants will have to seriously do some
    site designs to improve sales.

    And merchants will start charging you a fee to become affiliates. Bet on it. If you don't want to pay, no one will care.

    Those that will pay will become affiliates and those that don't won't. One less competitor to deal with if you don't want to pay.

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