Sophisticated marketers think about building business from two different constituencies: new customers and repeat customers. In industry vernacular, this is often framed as customer acquisition and customer retention. And sometimes, marketing efforts are split along these lines.
Paid search is a tremendous vehicle for both of these constituencies. In the case of new customers, ads draw attention to the advertiser's brand and, when clicked, lead to great brand exposure and sometimes, revenue to boot. In the case of existing customers searching on competitive general search terms, ads allow u [...]
Related Topics: Channel: SEM | Paid Search Column