11-11-2007, 10:09 AM
Quote: For companies just starting out with online marketing, and for many who have been online for years, pay-per-click search is a tried-and-true method of driving traffic to your web site and increasing revenue. To meet the quick deadlines and ambitious revenue goals of the Internet retailer, some marketing executives may be tempted to jump in feet first with a recognizable name like Google AdWords. But search is far more complex these days than it used to be, and e-commerce is a vertical industry with highly specialized requirements. Online retailers really should do their homework before investing in pay-per-click advertising in order to maximize the revenue from this powerful channel...
There is an abundance of pay-per-click management tools available, but e-commerce retailers must weigh their options and assess their needs carefully in order to determine which tool is right for them. Certain things, however, are universal in their appeal.
These are the top five things to consider when evaluating search management tools...
full article: http://www.internetretailer.com/article.asp?id=24266