CPAP wakes up to SEM
CPAP Supply USA, which sells products for people with sleep apnea, is just over a year old. But the Richmond, VA-based company understands the importance
WEB CHANNEL: SEO/SEM
Local Search Swerves to Express Lane
You can tell the local search market is heating up by the amount of attention it
Paying for clicks
Hundreds of companies have sprung up in recent years offering paid search engine marketing (SEM) management services, and with them, a multitude of pricing
SEM Top 10: Dig into the Details
During the past 10 weeks, we
SEM Top 10: Get More from Your Shopping Feeds
Whereas keyword paid search allows marketers to advertise on relevant phrases, feed-based search allows you to advertise relevant URLs.
SEM Top 10: Tame Your Affiliates
Managed wisely, search engine marketing and affiliate programs can coexist peacefully. When the programs are left unchecked, however, many catalogers find themselves competing against their own affiliates, driving up their overall marketing costs, increasing their use of discount offers, decreasing their average margin, and possibly harming their brand.
SEM Top 10: Monitor Brand vs. Nonbrand
One of the most important analyses a retailer can perform is the breakout of brand vs. nonbrand paid-search economics. As you drive your program to its target metric, evaluate its success excluding the effect of the sales and cost associated with sales on your brand.
SEM Top 10: Bid for Profit, Not Position
Faced with the bid spasms of some of their competitors, marketers may be tempted to measure their success by the most readily visible metric: position on the page. But bidding to position is dangerous
SEM Top 10: Test, Test, Test
Savvy direct marketers understand that ongoing testing is the key to improving results. Done right, paid search advertising lends itself well to this rigor: