The holiday shopping season can be a boon to retailers, but during strained economic times it’s particularly important to understand how to measure the effectiveness of online campaigns. We partnered with Compete, Inc. to study the role that search plays in the retail buying process, and recently held a recorded webinar to present the findings. In the webinar, now available here, we explore the following questions:
* What role does search marketing play in driving online and in-store sales?
* How do shoppers use branded and non-branded keywords in advance of purchase?
* How can marketers measure the effectiveness of paid search and the value of non-converting clicks?
We hope you find the information valuable when planning your clients’ holiday campaigns this year.
Source: Inside Adwords