Google and Overture are two different beasts and it takes time to tame them both.
AdWords takes a little more patience because each campaign I run for my clients acts a little differently. With Overture you can just add hundreds of keywords and tweak it everyone and awhile. But with Google you need to make individual banners for each keyword and not clump everything together under one banner.
Make multiple banners for each keyword and see which ones get the best click-thru rate and lowest CPC.
Most importantly, set up backend tracking. I don't hear anyone talking about backend conversions. Just because your Google traffic costs more, and seems to go through money quicker, that doesn't mean it doesn't yield a better ROI than Overture.
I once read that only 15% of people who buy PPC search engine ads, actually track all the way to sales.
And once more, which words convert better, which search engines? Which words sell the highest margin products, which words convert better at 10PM compared to 10AM? Which words should be in position #1, #2, and #3, and what time of day should I be in those positions?????
If you don't know the answers to these questions, then you need a better tracking solution and you are just wasting money in Google and Overture.
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