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Lori’s Wigsite sells various brands of wigs for men and women. The owner asked Practical eCommerce to review her pay-per-click marketing efforts and examine how the company’s current agency does the job. Loriswigsite.com is running advertising campaigns on Google AdWords and Yahoo! Search Marketing. The monthly ad spend recently has been around $1,400 in Google and $200 in Yahoo!. Let’s see how the outside agency is performing. Account Structure At a first glance, the account structure seemed okay but when I started digging deeper – it turns out that the account is “messy”. There are two Yahoo! accounts: paused U.S. account and active U.K. account. In the U.K. account, irrelevant keywords are grouped in four different ad groups. In or...
Web-capable mobile handsets and their nearly 800 million users worldwide represent a significant and largely untapped market for ecommerce retailers. Selling by phone is a concept almost as old as Alexander Graham Bell, but in the 21st century mobile commerce (m-commerce) might be more about ecommerce than telemarketing. Consider that nine million Americans have already made at least one m-commerce purchase and some 125 million Americans told The Nielsen Company, during a recent study, that they were willing to make a purchase in the near future. “In short,” said Debra Aho Williamson, senior analyst at the New York research firm eMarketer.com, “the more readily available [these phones] become, the more likely that people will be conduc...
Recently I sat down with Jeremy Mayes, the author of PPCDiscussions.com. In addition to writing the PPCDiscussions.com blog, Mayes has used paid search to sell millions of dollars of products and has generated millions of leads for various industries. I asked him about 2nd tier pay-per-click opportunities and tips that he uses to run a successful paid search campaign. PeC: Many online retailers are focused on the big three PPC search engines, Google AdWords, Yahoo! Search Marketing, and MSN AdCenter. Why would an online retailer want to take a look at other PPC programs? Mayes: Incremental cost effective conversions. If you feel that you have essentially saturated the primary PPC engines, then the 2nd tier PPC search engines can bring ...
When Google introduced its Chrome web browser in September, it fired the first shot in a new browser war, challenging Microsoft’s supremacy, frightening its open-source ally, Firefox, and initiating a race toward better usability and more features. To be fair, there had been plenty of browser skirmishes underway before Chrome, as Mozilla.org’s Firefox 3.0 challenged Microsoft and gained significant market share against the multi-billion dollar corporation. But Google, with its massive following and deep pockets, changes the game—or the war—with each action. Now skirmishes will become full blown battles in future browser versions. As combat begins in earnest, it’s important to know a bit about the browsers that will be doing the fighti...
Amazon.com has been offering a beta version of its Flexible Payment Service (FPS) to merchants for almost a year now. With many developer-friendly features, some sellers could benefit from adding Amazon FPS to their payment options, especially if they’re already using Amazon to sell their products. Launched in August 2007 as a competitor to PayPal, San Jose, Calif. and Google, Mountain View, Calif., Amazon FPS was touted as being “the first payments service designed from the ground up specifically for developers.” It promised loads of adaptability and a simplified cost structure. Create Multiple Sets of Transaction Rules Perhaps FPS’s most interesting trick is the ability to create many sets of transaction rules at virtually any po...
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