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Overture's New Advertiser Service Enhancements

Staff Writer
Published: 2004-10-14

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Overture launched three new advertiser service enhancements designed to simplify sponsored search marketing and increase qualified leads for advertisers worldwide.

By utilizing these enhanced services, Overture advertisers can more easily target additional customers, manage their daily spend and track their sponsored search campaigns to maximize their return on advertising spend.

"Overture is focused on enhancing the value of online marketing for its customers. Our advertisers want more leads, more user-friendly applications and generally, more automation and simplicity," said Michael Harris, senior vice president, global product management at Overture. "To meet these needs, we've introduced the Advanced match type, Budgeting features and enhanced tracking URLs. These enhancements are designed to help marketers expand their online customer audience, improve ease-of-use, and provide additional insight into the performance of their search marketing campaigns."

Overture's enhanced advertiser services include the following:

Advanced match type

Overture has simplified its match type options by combining its current Phrase and Broad match types into one match type called Advanced. The Advanced match type, a feature of Overture's Precision Match product, provides advertisers with relevant leads even when their bidded keyword does not match word-for-word with a user's search query. The Advanced match type allows advertisers to target additional customers and is designed to provide significantly higher relevancy than previous match types.


Overture has added a new Budgeting feature, which is designed to enable advertisers to control their monthly spend at the account level, based on the amount of money they specify as their daily budget. It also spreads the display of listings across the day to correspond to an advertiser's desired spend. Budgeting makes account management easier and helps ensure that advertisers' flow of sales leads remains constant.

Enhanced Tracking URLs

Overture has enhanced advertisers' ability to use tracking URLs to separately monitor traffic from Precision Match and Content Match as well as across different match types. In addition, Overture's improved tracking URLs are now compatible with top third-party analytics systems. This provides advertisers with greater insight into the performance of each product, making it easier for them to manage their account for maximum performance.

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