The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
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“Developing a good strategy for de-duplicating sales is a good rule of thumb or the merchant will be double-counting sales which will prevent them from having a clear picture of the profitability of each of their sources,” says Sandberg.
The importance of site design
Site design is another way to improve search results. Adding site search, checkout capabilities and marketing promotions to a landing page or recommending like items if a product is out of stock can further increase the likelihood of a sale. “Landing pages need to be as complete as possible to entice the shopper to buy,” Coupe says.
By paying closer attention to how search engines rank the data gathered from web sites, managing keywords better and more closely integrating search with other marketing channels, retailers can improve conversions, despite the decline in consumer spending.
“Retailers can do better when it comes to search marketing, but the good news is that there is still plenty of upside to the channel, even in a down economy, as long as they look for ways to optimize their search campaigns,” Coupe says.