Tips from MSN Search, Yahoo Search Marketing and Google

copyright DMnews.com
by Giselle Abramovich
published October 10th, 2006

NEW YORK – MSN Search, Google and Yahoo Search Marketing led a discussion during a session Oct. 11 at Shop.org’s annual summit with tips for marketers, the most important being knowing one’s customers.

Some common problems that marketers share are tapping out with search, irrational bidders and the rising costs, said Brett Goffin, a national vertical search specialist for Google, Mountain View, CA.

“Use technology to manage scale,” Mr. Goffin said. “Also, continuously testing and stressing the importance of account structure and setup is crucial as well.”

Be in tune, he said. Know what your competitors are doing. Seventy-three percent of audience penetration by media is via Internet.

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