When it comes to SEM acquisition marketing, there’s no such thing as a free lunch. As acquisition marketers can attest, there’s almost always a tradeoff between the number of new customers acquired, and the customer lifetime value (CLV) of those customers. In short: The more new shoppers you bring in the door, the less each […]
Imagine that your job is to stand outside a barber shop and bring in new customers. If a businessman with shaggy hair comes walking by, you give him a big wave and a hello. If a bald man walks by, not so much. This analogy is used by Google AdWords to describe its Enhanced cost-per-click […]
Santa’s elves weren’t the only ones busy this past holiday season. Paid search was also working overtime to make sure shoppers ended up with perfect holiday gifts. The share of e-commerce transactions driven by SEM during November-December 2013 was 15%, up from 14% in 2012. And, organic search accounted for 26% of holiday e-commerce orders. […]