Marketers who use paid search on both Google and Overture may find that one does much better than the other. Especially if similar ad copy is used in each.
One reason may be the space allowed. Overture allows 40 characters for the title and 190 for the description, so you have more room to get your point across. Also, the Overture audience seems to respond best to more factual information.
Google allows fewer characters, (25 for the title, and two lines of 35 characters each for the description) so you have to write paid search ads to pack a punch in fewer words. It also seems the Google audience may not object to more direct marketing language.
Moral of the story? Your audience can differ by search engine, so make sure you target your message.
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