Welcome to WebProNews Breaking eBusiness and Search News
Advertise | Newsletter | Sitemap | News Feeds News Feed 
 WebProNews Search Part of the iEntry network iEntry inc. 

Overture Ranks Broad Matched Ads Lower

Chris Richardson
Staff Writer
Published: 2004-08-03

WebProNews RSS Feed


One of the many sessions at Day 1 of the SES conference concerned targeting search engine advertising through the use of broad match. The big guns of Google and Overture were well represented, and their presentations were educational, to say the least.

Discuss this article in WebProWorld: Click Here

Broad matching, loosely defined, is targeting keywords in a loose manner in order to have your ads appear based on keywords that have been queried by search users. For instance, if the keywords you are planning on broad matching are "mountain bikes" and users search for the terms "bikes that can climb a mountain", your ad will appear; as opposed to exact match, which requires that the keywords selections must exactly match the query.

John Slade, Director of Product Management at Overture revealed some interesting facts about Overture that I, for one, was not aware of.

First off, John explained that broad matching is a difficult task because it requires matching billions of searches to millions of advertisements. Because of this, John recommended using negative, or stop words. These are words that you do not want to match your ad. A good example was given Dana Todd of SiteLab International, who spoke at the Buying Search Engine Advertising session. Dana said that her company runs a campaign for a hot tub company. Their stop words were "naked" and "sex". The company isn't interested in being associated with those who are looking for adult pictures of people in hot tubs. So when these words were queried, the company's ad did not appear.

John went on to say that broad matching doesn't work well with specific targets. If you are targeting a specific area, Overture offers other types of matching services, like standard and phrase matching. However, the item that stood out to me in John's presentation was the admission that Overture gives relevancy considerations to phrase and exact match ads over broad matched ads.

Although no exact reason was given as to why, the thinking is that, much like Google's ad algorithm change, preference is being given to reward those using exact or phrase matches. While they aren't punishing broad match, Google and Overture are giving preferential placement over broad matched terms and campaigns.

One final tidbit, during Google's presentation, there was no mention of their improved algorithm that affects broad matched campaigns.

Receive Our Daily Email of Breaking eBusiness News


About the Author:
Chris Richardson is a search engine writer and editor for WebProNews. Visit WebProNews for the latest search news.

WebProNews RSS Feed

More Articles

Contact WebProNews
Advertisement





TOP NEWS

Targeted Information for Business
WebProNews is part of the iEntry network

Internet Business: Marketing: Small Business:
WebProNews MarketingNewz SmallBusinessNewz
WebProWorld AdvertisingDay PromoteNews
EcommNewz SalesNewz EntrepreneurNewz

Software: Search Engines: Web Design:
WebMasterFree Jayde B2B DesignNewz
NetworkingFiles SearchZA FlashNewz
SecurityConfig SearchNewz WebSiteNotes

Developer: IT Management: Security:
DevWebPro ITManagement SecurityProNews
DevNewz SysAdminNews SecurityConfig
TheDevWeb NetworkingFiles NetworkNewz

The iEntry Network consists of over 100 web publications reaching millions of Internet Professionals. Contact us to advertise.
eBUSINESS RESOURCES






 Advertise | Contact Us | Corporate | Newsletter | Sitemap | Submit an Article | News Feeds
 WebProNews is an iEntry, Inc. ® publication - $line) { echo $line ; } ?> All Rights Reserved
About WebProNews
WebProNews is the number one source for eBusiness News. Over 5 million eBusiness professionals read WebProNews and other iEntry business and tech publications.

WebProNews provides real-time coverage of internet business.

Free Email Newsletters:
WebProNews SearchNewz
WebProWorld DevWebPro
Marketing SecurityNews
Plus over 100 other newsletters!

Send me relevant info on products and services.


WebProWorld
Ten most recent posts.

NetworkingFiles
Featured Software

WebProNews in the News
View all recent mentions of WebProNews from around the world!

Recent Articles On ...
Google eBusiness
Yahoo Ask Jeeves
MSN Blogs
Search Engines Blogging
Affiliate Programs Marketing
eCommerce Advertising
eBay Sun Microsystems
AOL Adsense
Microsoft Adwords
Oracle IBM
Amazon Apple
SEM Mac
SEO iPod
Adsense XBox
PR Adobe



iEntry.com WebProWorld RSS Feed WebProWorld Contact WebProNews Print Version Email a friend Bookmark us