4 replies to this topic

[Skyline Jill]

I am setting up a ppc account with overture and can extract using the overture tools the estimated searches and the maximum cost per click for each keyword phrase. However, the important puzzle piece that is missing is....

1. of those total estimated searches how can I determine what is the likely expected amount of clicks of those total searches for position 1 and position 3?

Overture delivers this on their reports but I can't see how they are deriving at that number. Any clues?

[Connie]

Personally I think Overtures numbers a high. You might want to search for the same phrases at wordtracker and compare the difference.

The amount of traffic or the number of clicks is not as important as the conversions.
I would be quite happy with 10 visiters per day that all purchased.

How many visiters you get also has to do with how well the add is written. I have found conversion rates to better at position 4 or 5 than the top 3 but everyones experience there will differ.

As a matter of precaution, I would not use the Auto replenish feature. Deposit a little and do some testing. Overture will e-mail you when your funds run low.

Not an exact answer to your question but hope this helps some.

[Skyline Jill]

I also have seen better conversion rates for the positions of 3-5 than 1 and 2 and I end up saving money. The descriptions are very important in to getting them to click through and then the site and usability has to guide them to conversion.

I am a major fan of worktracker and it does a great job of consolidating Overture data into the estimated% of click thrus that you can expect based on postition.

In overture they give you a performance scale rating based on the value of 1-5 saying that the term is perform good or bad based on it's position but how are they coming to this conclusion.

[Scottie]

I wouldn't put much faith in those estimates Jill. They are based on past behavior and they don't necessarily predict future behavior. As a guideline, they are a good place to start but I wouldn't base any firm predictions on them.

[Haystack]

Overture's numbers aren't really a measure of searches for a given term, but impressions for ads for that term. For example, SmartMatch will cause your ad to be displayed on quite a few variations of a term, which inflates the number. Also, Overture may count some types of non-search impressions as well, such as impressions from parked domains. This tends to skew results on common terms.