21 Nov '12, 10am

Competitive Intelligence: A Gift Waiting to be Opened

It's no exaggeration that the holiday season is “make or break” for many companies. As such, it's critical that retailers and catalog houses maximize the impact of their paid search campaigns as the year draws to a close and competition for consumers heats up. Thirty-five percent of retailers’ full year spend on paid search in 2011 was concentrated in the fourth quarter, with the top 50 largest retailers spending closer to 45 percent of their annual budget for search in those last three months, according to AdGooroo research (full disclosure: I work there). To gain an edge this holiday season and better compete for consumers’ hard-earned dollars, search engine marketers (SEMs) need to leverage competitive intelligence . For the uninitiated, this means monitoring your competitor’s keywords, paid search spend, and ad copy with the goal of identifying and exploiting weaknesse...

Full article: http://searchenginewatch.com/article/2226207/Competitive-...

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