Although this article focused on Overture and my previous article focused on Google, I realize that many advertisers have PPC campaigns running on more than just these two PPC engines. My most far-reaching PPC campaign used a whopping five PPC search engines, including two in Europe. Be sure to factor monthly forecasting from all of the sites on which you plan to advertise into one summary spreadsheet. Here's an example of what I'm talking about.
Although each search engine in the table is a separate marketing channel, your collective campaign is really just one marketing tactic - PPC search marketing. It is important to understand how each of the PPC search engines work separately, but to manage them together so that you can get the maximum reach, leads and traffic with the minimum expenditure. Pay attention to the cost per click (CPC) for each. Note that Google's CPC is much higher than the other two. This is something you should pay attention to when you are running the actual campaign. If Google does not bring in valuable leads or sales, you can take a chunk of the Google budget and move it to Overture (assuming Overture's leads and sales are better). If Google consistently brings you the most qualified leads and/or drives the most sales, slash the Overture campaign and move the money to Google. That's campaign optimization and it will save you a bundle.
There are tools out there to help you manage unwieldy PPC campaigns. The foremost tool in the industry is Atlas Onepoint (formerly GoToast.com) which has tools to help you launch your campaign, manage bids across multiple SEs, track conversions and build and manage keyword lists.
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