Overture Content Match

Posted: May 30, 2003

Content match ads are displayed based on the keywords associated with that page rather than based upon a direct search.

These ads are often displayed on newspaper sites and many other sites that have passed Overture’s partner requirements.

These ads generally do not have as high a click through rate and conversion numbers as Overture’s Pay for Performance Search does. Overture is the first major pay per click search engine to allow separate bids based on the matching option.

Content match bids are generally lower than search based bids, and with good reason. Since this ad is seen more akin to a banner ad than a search engine result listing, click through rates are lower, and often its conversion rate for an advertiser is lower. This is due to the ad not being directly targeted to a search result page, but to the content of a page.

Content match options can work for many advertisers, but we suggest you first optimize your search engine listings before moving to this type of advertising.

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