Special Report: Search Engine Marketing

B-to-b mailers don’t want to sell just two boxes, Lee says. “Not that they won’t do it, but they want to sell 1,000 or 50,000 boxes. And it’s not always clear when someone types in keywords if they want bulk quantities or smaller amounts.” Marketers, he says, can’t control whether they’re attracting consumers or business buyers. And with paid search, you don’t necessarily want consumers to click through, because you’re paying per click, he says. Adding ‘wholesale’ to ‘cardboard boxes’ might turn away consumers and thus help you prequalify b-to-b buyers.