Special Report: Search Engine Marketing

CS: For those catalogers not engaged in SEM, what are the compelling reasons to get started?
Aronowitz: Traffic, sales and getting new customers at a cost you can control.

CS: What does the future hold for SEM?
Aronowitz: I see other areas of search — such as contextual and behavioral targeting — growing, since many have a pay-for-performance model. That allows for testing at a very low risk.