Quinn Britt

Heather Fletcher is senior content editor with Target Marketing.

Wisdom may come with age. But the propensity to choose large print books and enlarge print on Web pages seems to arrive at the same time. Marketers at The Scooter Store, headquartered in New Braunfels, Texas, were hoping to capitalize on both of those tendencies when they decided to dominate the paid search listings for "Scooter Store." The reasoning was that consumers interested in the motorized wheelchairs and scooters it sold might only see the paid results—three of them—and the organic listing with zoomed-in text.

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