E-Commerce Insights: 7 Ways to Find New Customers Online

3. Pay attention to both your ad spending and sales results. Challenge whoever does your paid search to increase sales and spend by at least 20 percent this year.

Many paid search campaigns focus primarily on return on advertising spending, ignoring overall sales results. Pay attention to both. Find new key phrases to bid on using sites like KeywordSpy.com. Don’t stop there, though. I’ve seen sites produce 20 percent to 50 percent increases in sponsored search programs solely by testing different ad copy.