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Why Merchants Need to Understand Market Elasticity to Master Paid Search
November 17, 2017 at 11:39 am

Recently, I sat in a meeting with a retail marketing manager who was presenting on the performance of his paid search campaigns. With a wide grin, he proclaimed that in the last month his team had delivered a 20 percent increase in sales conversions while still remaining within the targeted CPA (cost per acquisition), which…