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Wednesday, August 20, 2003

Overture Finally Rolls Out Matching Options

The lack of broad matches with Overture (a feature which, along with phrase matching, exact matching, and negative keyword filtering, was introduced by Google when they rolled out their AdWords program last year) has long meant that the best way of tackling the business of setting up an Overture account is to "dump" massive lists of phrases into the system to provide the widest possible coverage of potential user queries.

As Overture now admits, in spite of the yeoman effort on the part of some advertisers to stuff their accounts full of every conceivable phrase, the lack of broad matching left a huge proportion of user searches "unmonetized," i.e. with no ads showing on these terms.

Overture has just announced that it now offers the full range of matching options. This will significantly affect current Overture advertisers' accounts, and it's probably not a stretch to say that a lot of accounts will improve their ROI as they find themselves able to get broader coverage on their keyword universe. Let's hope some of the bids drop down a bit to compensate for the increased traffic.

At the same time, Overture also made advertisers aware of improvements in the reporting interface, including more emphasis on their Keylime ROI tracking.

Posted by Andrew Goodman




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