How To Manage Keyword Costs in Search Marketing

August 8th, 2008


Originally published in Internet Retailer

The cost of keywords retailers bid on in search marketing has increased at a rampant rate since 2005. How do ecommerce businesses generate an increase in ROI when the cost of bids continue to rise? Retailers can gain ROI by focusing their Search Marketing efforts on organic search. Search Engine Optimization is an investment often with greater returns for branded and unbranded keyword phrases. Netconcepts’ vice president of search, Brian Klais contributes to this concept suggesting retailers treat it “as an ad channel rather than a marketing effort”. This paradigm shift unleashes the power of natural search marketing.