Some good advice in this Marketing Sherpa article (free access until Feb 25th) from a training consultant at Overture named Mary O'Brien.
O'Brien says "that advertisers tend to split right down the middle, with 50% getting a better return from Overture and 50% claiming Google offers a better return." Hmmm.
Her tips are good advice, and are similar to suggestions I have for Overture advertisers. Here are the highlights of her tips:
O'Brien also has some advice on bidding:
Some people say, "I'll choose 15 or 20 keywords and bid till I get to number one," O'Brien says. "That strategy will get you broke.
Read the whole thing - but get there before Feb 25, if you want to see it for free.