Catalog Success magazine compiled a list of 2007's fifty best tips for multichannel success. We were pleased two of our tips were selected:
- Grow your paid search term list. Test three to 10 times as many distinct keywords as there are pages on your site. If you carry, say, 5,000 SKUs, test between 15,000 and 50,000 terms. Assign tracking codes to gauge sales and costs at the keyword level. Bid at the keyword or ad level, not adgroup level.
- Sales channel integration. Track sales and marketing costs at the customer level across channels. Differentiate sales from brand vs. non-brand search phrases. Monitor efficiency just above and below your advertising cutoff, and start hold-out testing to determine your true marketing drivers of behavior.
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