E-commerce Insights: Winning at Paid Search ’07

Don’t allow your agency or your in-house team to use your brand portfolio to hide a poorly performing nonbrand portfolio. Separate the portfolios in all your reports. Charge your search team to grow nonbrand portfolio sales aggressively and profitability.

Optimize Performance Metrics

5. Use a strong bid management technology. If you’re spending more than $5,000 a month on paid search clicks, you’ll benefit from a bid management tool.