May 4, 2010, 4:55 PM

Clix Marketing finds that paid search requires careful tactical planning

Exterior Accents, a retailer of garden and yard décor, faced a difficult challenge with paid search advertising: how to gain a maximum number of sales while controlling return on ad spend at very high levels. It turned to paid search online marketing firm Clix Marketing LLC for help, and the firm used a variety of tactics to meet Exterior Accents’ goals, says David Szetela, CEO and founder of Clix Marketing.

Exterior Accents, a retailer of garden and yard décor, faced a difficult challenge with paid search advertising: how to gain a maximum number of sales while controlling return on ad spend at very high levels. It turned to paid search online marketing firm Clix Marketing LLC for help, and the firm used a variety of tactics to meet Exterior Accents’ goals, says David Szetela, CEO and founder of Clix Marketing.

Szetela will detail the tactics used in a session entitled Analyzing a paid search campaign: Where to start making improvements.

Szetela says the primary tactics included:

  • Splitting up ad groups into much smaller groups with few keywords and very targeted ads.
  • Incorporating dynamic landing page technology.
  • Deciding to stop advertising low-volume and low-profit products.
  • Running aggressive campaigns for products with recognizable brand names.

Why the editors asked David Szetela to speak:
David Szetela is a leader in search engine marketing, active in the Search Engine Marketing Professional Organization and the author of two lessons in SEMPO's Advanced Search Advertising course. David founded Clix Marketing in 2003, following a 25-year career in technology sales and marketing as an executive at Apple Computer and Ziff-Davis Publishing.

Full details about the conference and registration information are available at IRCE2010.com.

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