February 6, 2008, 12:00 AM

CheaperThanDirt.com aims for $1 million in Google advertising in 2008

CheaperThanDirt.com, an online shooting sports discount retailer, plans to spend $1 million on Google advertising this year, says Michael Tenny, CEO. The retailer also will launch a redesigned site in the first quarter.

CheaperThanDirt.com, an online shooting sports discount retailer, plans to spend $1 million on Google advertising this year, says Michael Tenny, CEO. The retailer -- which sells guns, knives, camping equipment and related products -- also will launch a redesigned site in the first quarter.

CheaperThanDirt, No. 301 in the Internet Retailer Top 500 Guide, is focusing on search advertising because it has difficulty buying advertising in most other media, Tenny says. “We have a problem in that we sell sporting goods that the world does not like -- guns, knives, ammunition and everything like that,” he says. “Somehow they’re afraid of it or they think it’s bad.”

Hand-in-hand with increasing ad spending on Google, CheaperThanDirt is redesigning its web site to make it easier to search. “We’ve totally rewritten our site to make it faster using the latest Microsoft platforms, and increased the number of servers and inbound-capabilities as far as line capacity,” Tenny says.

The retailer also is hiring full-time Internet marketing people. “There will be a lot of dramatic changes in the first quarter,” he says.

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