If you’ve tried paid search on both Overture and Google, you’ve probably found that they are two very different beasts, with one far outperforming the other.

Mary O’Brien, currently a training consultant for Overture and former Overture Director for Training and Organizational Development, has found 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.

Turns out this difference may be partly due to whichever system the marketer started using first. If you started out with Google, Google tends to perform better for you, and vice versa.

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