B-to-B Search: Panel Divulges Unique Search Challenges for B-to-B Catalogers

CDW’s customers differ from consumer computer buyers in their purchase frequency. Many CDW buyers are professional purchasers who spend each workday buying technology products. Once they purchase from CDW, the number of orders that follow can be very large, which I consider a “good problem to have.” Assigning all orders within a 15- or 30-day window to the paid seach ad would grossly over-credit the importance of that click, so my firm’s technology stops giving a paid search ad credit for orders after 24 hours beyond the initial order — or after 30 days, whichever is sooner.