Overture advertisement is the representative of advertisement (Pay for Performance), and it has the highest search coverage (over 90%) among keyword advertisements.
It's important to say that if you don't know the Overture ad well, you don't know the keyword ad well.
Let's look at the characteristics, advantages, disadvantages, and strategies of Overture advertisement.
ã…‡ Characteristics of Overture advertisement
① Pay for performance, Cost per Click Ads-How to deduct when a visitor occurs after charging the advertisement amount
② Real-time competitive bidding
③ Advertisement targeting more than 90% of all search engine users
④ The minimum bid amount is 90,200,300 won, depending on the keyword level.
ã…‡ Advantages of Overture Advertising
① It is easy to manage advertisements such as adding / deleting keywords and editing descriptions.
② Reports, settlement, and payment of advertising expenses are convenient.
③ There is no cost for keyword registration.
④ It is exposed to several search engines at once.
⑤ It is possible to attack sub-keywords (detailed keywords) at a low cost. = Useful for keywords with low views.
ã…‡ Disadvantages of overture advertising
① It can be difficult for beginners.
② In the case of popular keywords, the competition is more intense than other keyword ads, so the advertising cost may be higher.
③ Only the top 5 bids are exposed, so there is little advertising space.
④ A fraudulent click may occur. (Be sure to use the budget function to limit the amount deducted per day.)
ã…‡ Strategies for using Overture advertising
Strategy 1) Let's use a keyword whose number of views is less than 20000 per month.
When the number of views exceeds 20,000, other keyword advertisement products are often advantageous. However, if the cost per click is low, it may be used.
Strategy 2) Do not execute if the unit price exceeds 300 won.
The Overture ad unit price of 300 won is cost per click 300 won. When the purchase conversion rate is 1%, it means that 30,000 won must be sold by selling one. This is bound to be an advertisement for the poisonous poisoning of water. Ads over 300 won often rise above that. If you are advertising more than 300 won, you should proceed only with items with high unit price and high profit rate.
Strategy 3) Use detailed keywords associated with the operating shopping mall.
In the case of keywords with a small number of views, there are often no ads. Using these keywords in Overture ads can attract a lot of visitors. The more keywords you use, the more opportunities you can advertise at a lower price. In addition, the detailed keyword has an advantage that the purchase conversion rate is higher than that of the main keyword if there is a purchase relevance.
Strategy 4) Let's check: cost per click = advertisement amount / number of visitors.
Check the cost per click of another keyword ad on a monthly basis and select the ad with the favorable one. Other ads are often advantageous when there is intense competition for overture ads.
Strategy 5) Use as an auxiliary method, but when used, Overture advertisement is an effective advertisement method for secondary keywords rather than primary keywords.
Main keywords are generally highly competitive, so cost per click costs are higher than other advertisements. Book keywords are not highly competitive, and because of the small number of hits, they are not very competitive and pay per visitor, so less than 1500 times can be competitive with other advertisements that receive a fixed amount. If you are diligent, you can register all relevant sub-keywords to secure visitors as much as the main keyword. Therefore, be sure to learn how to use it. Since overture ads alone are likely to lack visitors, you should try to find ads with low cost per click costs.
Strategy 6) Let's always check the purchase rate There is a solution to check the purchase by keyword.
(Overture conversion counter, A-counter etc version, etc.) With this solution, you can find keywords with a high purchase rate. Ads should be executed based on keywords with high purchase rate.
Strategy 7) Match the target URL to the keyword.
Overture ads can have different site names, descriptions, and target Urls for each keyword. To make full use of this function, target keywords and sub-keywords should be divided into several groups and target Urls must be specified so that they fall to pages matching the keyword. In the case of auction, in addition to the method of designating a separate page when executing the advertisement, the search result is written as a keyword on the search result page.
Overture is the basis of keyword advertising. In addition, since it is the least costly advertisement when targeting a keyword, it needs to be actively utilized. For effective use of advertising, it is necessary to familiarize yourself with the above and execute advertisements yourself. Seeking advice from the expert can also be a way.
