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Quote: Overall spending on paid search marketing is climbing higher into the billions of dollars – but it’s not always the most effective online marketing vehicle for every e-retailer’s strategy. In the company’s earlier days, Carrot Ink, an online retailer of inkjet and laser toner cartridges, found more of a return on pop-under advertising in the online editions of top business media...

Howard says paid search works for some marketers, but notes, “The PPC market can be a very price-competitive market, and often, I lose in that environment. The way I succeeded was not to fight for customers in the same place everybody else was fighting for them.” Under that strategy, ads selected in top business publications worked better than search did to build sales, he says...