The internet visibility gained through Overture pay per click search partners is the number one reason to use Overture.

Their largest search partner is Yahoo!. Their second largest (and some argue their first) is MSN. They have other numerous search partners.

Anyone advertising on Overture should make their visibility with these search engines their prime objective to creating a successful pay per click campaign.

Overture has not published their rules for how they determine if a partner falls into content match or performance search, but there does seem to be a rule of thumb. If the partner offers a search functionality as one of their main features, then it will be considered a search partner.

If the partner displays ads based on content, or in any other way not determined by a direct search, then it is a content match option.

Overture’s partners determine how many ads are displayed on a page and where they will be displayed. These numbers are not determined by Overture pay per click. Therefore, it is a good idea to know where you are getting a lot of exposure from Overture to maximize your ad page position. Shifting Ad Display Numbers with Partners.