E-commerce Insights: Winning at Paid Search ’07

Allocate your attention proportional to your ad spend. Don’t completely ignore Yahoo! or MSN, but invest the most love and attention in your Google campaigns. You’ll be rewarded with the largest return for your time.

2. Grow your term list. As a rule of thumb, test three to 10 times as many distinct keywords as there are pages on your site. For example, if you carry, say, 5,000 SKUs, test between 15,000 and 50,000 terms. Assign tracking codes to gauge sales and costs at the keyword level.