Paid-search Marketing: Answers to Eight Key Questions
Many catalogers enjoy great results from paid-search marketing in the online sales channel. This article will answer eight key questions about the channel and how you can optimize it for your catalog operation.
6. Should you leave search marketing to your affiliates?
Some retailers delegate their paid-search efforts to their affiliate marketing partners: a simple, no-fuss solution. But this strategy suffers from the following weaknesses:
• It inserts two levels of intermediaries between you and the search advertising channel — the affiliate and the affiliate network — both marking up the true cost of the advertising to generate their profit margins. You or your search-marketing manager can buy the same advertising directly from the search venue at cost.
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