Neiman Marcus names a new chief marketing officer and restructures staff to address the growing importance of e-commerce.
Kevin Lee, chairman and CEO of search engine marketing firm Didit, will talk at the Internet Retailer Conference about why e-retailers engaged in search marketing should deepen their understanding of Google’s quality score.
Cloaked in mystery, quality scores are nevertheless key to ranking high in Google’s paid search results. Search engine marketing firm Didit’s chairman and CEO Kevin Lee will share what retailers need to know about how click-through rates affect a retailer’s quality score, how quality scores relate to keyword bids and how the design of landing pages can improve quality scores at the Internet Retailer Conference & Exhibition in a session entitled Keeping your quality score high.
“How do you bring in more search clicks-raising your quality score and bringing your cost per click down-while still ensuring that you’re bringing in the right traffic?” Lee asks.
He will answer that question in his talk with a focus on power segments, which are the core 20% of searchers who drive the bulk of a retailer’s business. Lee will show attendees how to find their power segments in search and then target them appropriately.
Why the editors asked Kevin Lee to speak:
Kevin Lee has been a search engine marketing expert since 1995, almost before there was a search marketing industry. He is one of the founders of the Search Engine Marketing Professionals Organization and was its first chairman. Lee is the author of "The Eyes Have It: How to Market in an Age of Divergent Consumers, Media Chaos and Advertising Anarchy," "The Truth About Pay-Per-Click Search Advertising" and "Search Engine Advertising."