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Overture marketing has long been recognized as an incredible
method for driving traffic to websites from the major search
engines.

Overture was a pay-per-click marketing service that actually was
a search engine originally established in the late 1990s under
the name GoTo.

A strategy change in early 2000 positioned Overture as a powerful
pay-per-click service as the company made deals with most of the
major search engines (Google excluded) which would allow their
advertisers to have their cost-per-click advertisements displayed
in the major search engines.

This move made Overture marketing highly desirable for website
operators as a means of driving traffic to their websites from
the major search engines.

In 2003, Yahoo! began making plans to acquire Overture and within
a couple of years they dropped the Overture brand re-branding
initial Overture products as Yahoo! Search Marketing Products.

So, in effect Overture is no longer in existence as it has been
replaced by Yahoo! Search Marketing. Even so, the power of what
was once known as Overture marketing is still alive and well but
it is now offered through the Yahoo! Search Marketing services.

Google, the most widely used major search engine, did not go for
Overture marketing advertisers having their ads displayed in its
search results.

Rather, Google launched its very own cost-per-click advertising
program which is called AdWords. There is a lot of competition
between Yahoo! Search Marketing and Google, of course, since they
are the two main providers of pay-per-click advertising services.

Some of the smaller search engines are actually powered by
Google, meaning their search results come from Google.

Many of the smaller search engines receive pay-per-click
advertising results from Yahoo! Search Marketing, so advertising
through the Google AdWords program and Yahoo!

Search Marketing pay-per-click programs provides the potential
for your advertisements to displayed in all of the major and some
of the smaller search engines.

Rumor have been stirring that Microsoft is considering starting
its very own pay-per-click advertising program, perhaps through
the MSN search engine that it owns.

In early 2005, representatives from Microsoft confirmed the
rumors that the company was looking at getting into the pay-per-
click advertising game.

For website owners, this could be a good thing as there will be
three major mediums through which to purchase pay-per-click
advertising, so the competition for keywords will likely diminish
making it less expensive for website operators to achieve good
search engine listings through cost-per-click advertising.

At the same time, there is potential that pay-per-click
management could become a much bigger job for website operators
to desire to be represented in all of the major search engines
and thus end up managing search engine marketing campaigns
through three different pay-per-click providers.

Overture marketing was once the preferred choice of pay-per-click
advertisers. However, when Google launched its AdWords
advertising program, it quickly became a popular and preferred
method of advertising for many website owners.

The AdWords program is very powerful because when you advertise
with Google, your advertisements appear on websites throughout
the Google network in addition to appearing in the search engine
results.

If Microsoft does in fact launch their pay-per-click program that
they have been testing, it is expected to have similar potential
for reaching vast targeted audiences due to the variety of MSN
services that are in existence.

Yahoo! Search Marketing, formerly Overture, is still a power-
packed pay-per-click advertising provider as well and will likely
continue to produce excellent results for advertisers.

One thing is for certain. Using pay-per-click advertising
services that are associated with major search engines is a
productive method for driving traffic to your website.

There will likely be more players on the field in the near
future. Which pay-per-click advertising provider will be most
beneficial is hard to say, but chances are, all them will be
highly effective for driving traffic and pay-per-click expenses
are likely to decrease due to increased competition and more
opportunities for pay-per-click advertisers.

Copyright Christopher J. Enders. Are you at the end of your rope,
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