Overture Releases Advertiser Workbook
I am always on the lookout for good reading material and this time I have found a good freebie. Perhaps long overdue Overture released their advertiser workbook today.
Anyone struggling with Overture might consider taking the time to give this text a read. The part on why advertisements are rejected is especially interesting. Overture gives several examples of approved and rejected ads with reasons for the rejection on each. They even have some interesting guidelines for affiliate-based ads.
My only complaint is that each chapter is an individual PDF file. I would have liked the option to download the whole text at once.
Chapters include:
Chapter 1: Introduction- A general overview of Overture’s search advertising products, Advertiser Center and the DirecTraffic Center.
Chapter 2: Writing Effective Search Listings- How to select relevant keywords and develop effective titles and descriptions.
Chapter 3: Initial Bidding Strategies- Basic guidelines for determining the appropriate bid amounts.
Chapter 4: Tracking Your Results- Learn where the traffic to your site comes from, which clicks turn into sales and other tracking data
Chapter 5: Advanced Bidding Strategies- How to calculate optimal bids using metrics like cost-per-acquisition, profit and ROI.
Chapter 6: Managing Your Account/Using the DirecTraffic Center- How to leverage Overture’s comprehensive account management resource.
Chapter 7: Forming Your Marketing Strategy- Identify your target audience, develop your business’ value proposition and drive sales
The workbook also includes an appendix filled with general reference material, and a glossary for those confused by PPCSE (Pay Per Click Search Engine) jargon.
You can check out the workbook here. My guess is that Google won’t be too far behind in releasing their own “workbook”.
