11-03-2007, 10:16 AM
Quote:Retailers talk of the rising cost of clicks on comparison engines in much the same way they began to complain about rising cost of clicks in paid search two years ago, a function of more competing merchants using the channel and jockeying for position on the engines. In response, comparison engines have added choices for merchants; for instance, advanced bidding strategies that more closely match a merchants cost per click with the desired ROI.
And merchants looking for ROI on click costs arent limited to looking at the same established engines. There are new engines to consider, with new features designed to lure shoppers and targeted audiences that can deliver highly qualified traffic.
More opportunities
The new alternatives add up to more opportunities for merchants using comparison shopping as a marketing channeland potentially, more opportunities for their program to go south if they make the wrong decisions...
full article: http://www.internetretailer.com/article.asp?id=24242