TulipTools Internet Business Owners and Online Sellers Community

Quote:Many e-retailers, for example, do not sync their keyword campaigns with product availability. “Retailers can’t afford to promote an item in a paid search ad and say it is out of stock or that it is back ordered and will ship in a couple of weeks after the shopper has clicked on the ad,” says David Szetela, CEO of Clix Marketing, a paid search advertising firm. “Paid search ads have to be backed up by available inventory.”

E-retailers often fail in managing ad visibility in relation to available inventory for a product, experts say. Informing a shopper that an item is no longer available or is on back order after she has clicked on a paid search ad can irreparably damage that retailer’s credibility with the shopper and even result in bad reviews about the retailer in blogs and on other communal web sites to which shoppers are turning for product information...