By
Joe Keenan
, Senior
and Catalog Success
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3. Know what your customers are seeing. Beck asked the audience, “Do you know what your customers are seeing when they clickthrough a paid ad?” He gave an example where a company was not taking advantage of search. He searched for “Nike leather shoes” on Google. The number three paid result landed at a leather shoes category page, none which were sneakers, and none were made by Nike.
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