May 2, 2005, 12:00 AM

SPONSORED SUPPLEMENT: Search Engine Marketing

(Page 4 of 4)

That message is starting to seep into the market, he says. "Even companies that manage $100,000 a month in pay-per-click spending and have been at this for two or three years are seeking out bidding agents because their teams have hit a wall," Marckini says. "Usually the most sophisticated users are the last to seek a vendor. But even these players are out in the market looking for someone to manage that spend."

But whatever the outcome of search engine marketing--however marketers deal with the fraud issues, decide whether to work it in-house or outsource it, balance the requirements of paid vs. natural search--search marketing is well entrenched as a marketing technique and likely to remain so for a simple reason: It works. "Search is a self-funding model," Wright says. "If you know it`s going to cost you a certain amount of money to make a profitable sale, wouldn`t you want to make as many sales as possible using that model?"

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Devika Girish / E-Commerce

Eight lesser-known uses of beacons for retailers

Beacons, which communicate with consumers’ smartphones, are most often used to welcome shoppers to stores ...

FPO

Mike Cassidy / E-Commerce

Back-to-school shopping knows no season

Shopping for school peaks during the summer, but it goes on all year long. While ...

Advertisement