Patricia Hursh

Catalogers looking for ways to improve their search marketing campaigns were treated to the session “15 Sizzling Hot Search Ideas for Merchants” at ACCM earlier this month. Here are some of the tips offered during that session: 1. Pre-qualify clickers. Don’t pay for visitors who are unlikely to become customers. Be specific about what you offer. Instead of describing products or services in a literal fashion, use “qualifiers.” For example, if your catalog focuses on high-end window coverings, don’t just say “wood blinds.” Rather, use more descriptive, qualifying words in your ads like “highest quality, exotic wood blinds.” 2. Use unique, compelling calls to action. The