How Catalogers Can Find Keywords for Paid or Pay-per-Click Search Advertising

By Alan Rimm-kaufman

In addition, specific pricing information and offer threshold limits both improve ad performance. Rinaldo cites this ad from J.C. Penney:
J.C. Penney Official Site — It’s All Inside
Labor Day Sale. Order now and get free shipping on orders of $49 or more.

2. Specificity is key on Google. Google retail head John McAteer agrees with Rinaldo that offer specificity is a crucial ingredient to search advertising. “Some retailers see a very nice lift in conversion, putting price in the ad copy,” he says. “What prevents more retailers from doing SKU-based advertising is integrating real-time inventory with bid management.”