October 13, 2006, Newsletter Issue #35: Decide whether to prioritize click though rate (CTR) or branding for your Overture PPC campaign.

Tip of the Week

Due to Overture's expansive reach, it is important to have a considered strategy for your campaign, including what specific goals you have for your Pay Per Click campaign with Overture. Because you will be dealing with very limited space and because Overture gives heavy preference to ad titles that include the searched-on keyword, you should select and target keywords carefully. You probably want to generate a high click-through rate and build your brand, but that will be a challenge for most companies – excepting household names – in the 40 characters that your title is limited to by Overture. If your main concern is visitors, focus on putting keywords and a call to action in your title. If your main concern is increasing your visibility, go ahead and put your company name and those details in your title. There is no “right” answer to this question, but it is a major decision that should be driven by the business goals that your company has set for your web site. With these as your guiding principles, you will be able to create a targeted Overture Pay Per Click campaign that supports your general marketing efforts.

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