Get Your Money's Worth in Search
The costs for both pay-for-performance and pay-per-inclusion search engines can weigh heavily in the choices you make for your online search campaigns. During the "50 Breakthrough Search Marketing Ideas for Winning Skyrocketing Site Traffic" session of April's net.marketing conference, Iggy Fanlo, chief revenue officer at shopping search engine Dealtime, outlined some tips to help marketers spend effectively. Here are a few:
1. Be everywhere you can't afford not to be. Performance-based advertising means you only pay when an advertiser sends you a sales lead. Look for any place on the Web where you can find qualified traffic and buy as much of it as you can. As long as a campaign for a given site drives as much revenue as it costs, you should keep running it.
2. Follow the shoppers. Look at the top 10 Web sites that shoppers visit and make sure you are well-represented therein. The top 10 shopping sites serve more than 80 percent of all online shoppers, and you can't afford to miss out on that many leads.
3. Test, learn and adapt quickly. Use performance-based advertising campaigns to learn what works and then quickly adjust your strategy and spend accordingly. One aspect of performance-based advertising is that you don't need to commit a lot of money up front. Start off with your entire product catalog, track return on investment, and adjust the prices you pay based on sales performance after a month or two. Look for sites that provide tools to immediately adjust your costs and let you control your marketing campaigns.