Retailers Embracing Search Engine Advertising
ClickZ has a report from the receing Shop.org conference and reviews retailers online advertising habits in 2004 and what they have planned for '05.
From ClickZ:
In search, e-tailers will continue to sharpen their pencils, culling PPC terms that become too expensive for ROI benchmarks. I believe, and have had my suspicions confirmed by several retailers, the quantity of PPC terms in a campaign will diminish. Roger Bensinger, SVP of Sharper Image, made a noteworthy comment.
During the holiday season, he wished he'd sacrificed some of his normal PPC ROI in favor of increasing traffic, generating more sales, and, ultimately, acquiring more new-to-files.
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About the Author:
Considered one of the worlds most respected interactive and search engine marketing experts, Andy has worked with many Fortune 1000 companies such as Motorola, CitiFinancial, Lowes, Alaska Air, DeWALT, NBC and Experian.
You can read his internet marketing blog at Marketing Pilgrim and reach him at andy.beal@gmail.com.
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