Overture Breaks Up Contextual, Search Listings

  |  January 7, 2004   |  Comments

Overture will offer the option to bid on each of its products individually.

Yahoo's Overture Services will hand more control to advertisers later this month, letting them bid for contextual listings independently from search listings.

Received wisdom in the industry contends that users are less likely to purchase goods or services after clicking on contextual ads, which appear on content pages, as compared to those that appear on search results pages.

The proof will soon enough be in the pudding, or at least the conversions, as Overture advertisers will be able to make different bids for Content Match keywords later this month. (Content Match is Overture's name for its contextual advertising product.)

"We've always had the intention of creating a separate marketplace for the product because inherently it's a different experience," said Paul Volen, Overture' VP of partner product marketing. "We got information from advertisers that they would like to control it separately." It's all about control, Volen maintained.

If advertisers take no action, their bid rate on Content Match will remain the same as it was before the change. The 20 percent discount in effect since Content Match's June launch will end with the launch of the new product.

Though contextual listings, which competitor Google offers through its AdSense program, are said to bring advertisers more traffic, many find such listings lower their ROI. This has led to the demand for the ability to bid for each product individually.

Will Google follow Overture's lead? At present, Google does not separate out the search and contextual listings. Kevin Lee, CEO of search engine campaign management company Did-it.com, says it might.

"They may. But you can make the argument that Google doesn't have to. They have over 100,000 advertisers. Let's say contextual advertising works as well for half of them, so half shut it off. You still have a lot of money coming in. So why make life more complicated with a whole separate auction you have to watch?" said Lee.

Lee maintained that results from contextual listings vary and advertisers should keep an open mind.

"Marketers and advertisers should use the tools and technologies at their disposal to figure it out by themselves," Lee said.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Janis Mara

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...