TABLE OF CONTENTS Using search engines to drive accountable sales via a fully eCommerce driven website is one of the most common and effective uses of the medium. The following chapter looks at how to use each of the components to drive cost-effective and profitable sales. The use of search engine marketing for eCommerce sales is one of the most well documented as it allows for the greatest accuracy with measurement. Through the use of accurate tracking and careful planning a series of measures can always be taken to ensure that the correct return or cost per sales is being achieved.
This strategy requires all forms of submission type. As many websites are abundant in content, for example retailers and publishers, the representative keywords and engines available are vast. The challenge in many respects, as this chapter develops, is selecting the most appropriate to gain success.
| Paid For Placement | Paid For Inclusion | Vertical Engines | Shopping Engines | Organic Search |
|---|---|---|---|---|
| Y | Y | Optional | Optional | Y |
Paid For Placement (PFP) the paid for placement engines, such as Overture and Google AdWords , are very important for a sales strategy. With the largest inventory (i.e. number keywords) and strongest syndication (distribution network) these providers are the backbone of any campaign.
Organic search as with any strategy or objective from search engines, the use of organic search is of paramount importance. This low-cost opportunity presents the marketer with the possibility of optimizing a website to drive sales...
