As search engines become more influential in determining how consumers use the web to shop and a more important part of e-retailers' marketing efforts, the cost of keywords is being driven up dramatically. As a result, e-retailers are finding they have to improve the mileage they get from search engine marketing. It's no longer a wise use of marketing dollars to try a wide spectrum of search terms and then cull the under-performers. Search efforts must be well targeted from the start. Merchants, therefore, must gain a deeper understanding of the role of search engine marketing. This session will feature discussion of new methods e-retailers should be considering in their search engine marketing, the ways that consumers respond to different keywords, how search terms and the calendar often work together in unexpected ways and how search marketing affects offline sales.