E-commerce Insights: Winning at Paid Search ’07

Conclusion

Winning at paid search in 2007 will require more expertise than in 2006. Catalogers will face more competition, more sophisticated competition and higher average click costs. Take care that your paid search program continues to be an effective marketing channel.

Alan Rimm-Kaufman is president and founder of the Rimm-Kaufman Group, a search marketing agency. Visit his blog at rimmkaufman.com/rkgblog.