Overture Advanced Matching Bidding strategy

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Recent industry tracking shows new changes in Overture's Directtraffic Center (DTC, Overture's Advertiser Management Center) and list management system. We find that overture has begun to implement advanced matching strategies, which will have a positive or negative impact on marketing advertisers with different preferences.

The default settings for Overture ads are replaced by the original broad match and phrase matching as the current advanced matching mode, which certainly increases the difficulty of creating ads for all customers eager to bid for a search ad. Some marketing customers welcome changes to the Overture DTC, as this will simplify the program; some of the marketing customers accept this simplification, but are still very reluctant to control the CPC bidding method for each matching type.

The industry's overture reform is only to consolidate the mix of matching types and bids, but my view is that overture is designed to enhance the use of a wide range of matching and phrase matching types. The reason may be that when the customer chooses the overture additional matching mode, it is necessary to consider, analyze and decide how to put four kinds of bidding price for each keyword list to be complicated. The following is a summary of the various types of overture:

Standard match (Standard Matching): Standard matching is an exact match pattern with a "match driver" that solves spelling errors and synonym problems. Standard matches will continue to be the default and optional match type for marketing customers.

Phrase matching (Phrase Matching): Phrase matching is the matching pattern that shows the ad when a discontinuous phrase appears on the search request. Phrase matching has been included in the advanced match type.

Wide match (Broad Matching): A wide range of matches is when one or more keywords appear in the search request to display the matching pattern of the ad. Extensive matches are also included in the Advanced match type.

Content Matching: When the keyword matches the content of the Web page, the Content matching list advertisement appears next to the content of the page in the Advertising cooperative web site. Content matching is still used as an optional match type for the customer.

Reverse matching (Negative Keyword Matching): Reverse matching has been used only for phrase matching and extensive matching lists, and now the reverse matching pattern can be used in advanced matching and advertising campaigns.

Overture advertisers can now bid on two different standards. One is the advanced matching, the standard matching type of bidding, and the other is the content matching bidding. Advertisers can choose to use the advanced matching type at the same price as the standard matching list, or you can choose to use the content matching type at different bidding prices (before, the overture AD offers only three options, four bidding criteria).

Contextual matching patterns allow your ad listings to show up in front of users browsing the content of the Web. Overture's new advanced match will make your ad list appear in accordance with the principle of phrase matching and wide matching, and the keyword or keyword groups are displayed according to the standard matching principle. It is reported that when the advanced matching mode is enabled, the new DTC will make it easier for the reverse matching keyword to join the ad campaign.

Overture currently only allows customers to bid separately for contextual ad lists. Content matching in the DTC still retains a separate operation identity. Because the price prediction function in DTC is specially designed for the content matching advertisement, the independent control content matching list will conveniently focus on the content matching traffic advertisers, they can control the content matching advertisement traffic and display quantity respectively.

A wide range of matching and phrase matching (ie, advanced matching) List of click Charges according to the standard matching list of clicks Price. Some marketing customers still very much miss the ability to target different types of matching for the list price of the past. Google's AdWords system does not provide a competitive price, so the customer cannot control the bidding system highly. But Google is really good at matching type control, advertisers can create different adgroups for different types of ads under the same keyword, not only to bid price separately, but also to adjust the description of the advertisement list according to the matching type.

Overture AD bidding system also has its own excellent place, its standard matching always first play a role. On the overture, you can add keywords at any time, use a wide range of matches for the actual search selection and create a new list, customers can also randomly put prices, modify advertising description, management of specific lists.

On overture, how do customers know that the search is related to your list of ads? Overture's keyword suggestion tool can give all search requests that last month searched for more than 25 times. Another source of data is the customer's log file (that is, internal log files or external network analysis systems). For example, some search activity management systems can report the search history of keywords. Overture-Authorized tracking URLs can also be used as a source of data to learn about search keywords related to AD listings.

In addition, how much will the network traffic increase after selecting Overture's Advanced matching mode? This will depend on the time of the client's advertising campaign and the factors of its industry. In some industries, search users often use long, infrequently repeated phrases (that is, search terms found in the Keyword Advice tool). In addition, the choice of the keyword range of competitors is also one of the constraints, if the other side of the advertising campaign good management, then Overture will first show the other side of the standard matching ads list. (author Kevin Lee|2004/10/08, compile Lela)

The author and CEO of Kevin Lee,did-it.com. Since the founding of Dit-it.com in 1996, Kevin and his company employees have been instrumental in helping search marketing customers succeed, using excellent strategies and techniques to optimize their customers ' paid rankings and paid collection of search activities. Kevin is also one of the founding directors of the search engine Marketing professional organization (SEMPO), and serves on the SEM committee under the Interactive Marketers Association (the Association of Interactive marketers), the Interactive advertising agency (the Interactive Advertising according) search committee. The well-known marketing communication site Marketing.briefme.com is also released by it. As a renowned SEO expert, Kevin Lee's work is often reproduced by many well-known news outlets, including the Wall St. Journal daily, Business Week Businessweek, the San Jose Mercury News "San Jose Letter History", Catalog Age "catalogue". He also regularly attends industry conferences and is also a respected and excellent spokesperson. Kevin likes to openly discuss various tips and strategies in publications or in private, and he himself received an MBA from the Yale School of Management in 1992.