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5. Ramp Up Budgets Ahead of Promotions

Before a catalog drop, increase bids on certain keywords related to a specific offline promotion to better claim the top position on search-result pages. This is a strategy that bodes well for catalogers as online spending continues to climb.

A paid-placement search is a dynamic, open marketplace, so the amount spent on bids will vary dramatically based on what the market will bear at the time. Because catalogers understand direct-response metrics better than anyone, they know exactly what a page in a catalog costs and can apply the same budgeting online. These days, most catalogers determine cost structure by individual category and align it with the varying product margins.