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.
Try placing search-acquired names in distinct key codes when preparing mail tapes for your merge/purge and carefully track future sales into these cohorts.
Larger catalogers who commonly acquire customers below first-order breakeven should use more caution when allocating paid-search acquisition spending. Don’t bet that typical future purchase rates will hold; be sure you gain a sufficient return on the first order.
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