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.
• E-tailers don’t control their affiliates, and thus can’t execute campaigns or tests at will. E-tailers managing search internally or working with a search-management firm can drive the marketing effort to support corporate goals.
7. Should you handle search internally or outsource it?
Merchants with small search campaigns typically manage them in-house, because small programs don’t generate enough earnings to justify outsourcing them.
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