Russell Perkins, ICG
Post by: Russell Perkins, ICG
How effective is your search engine marketing? It pays to take a closer look.
An interesting new study produced in cooperation with eBay and sporting the weighty title “Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment,” raises some interesting new questions about search engine marketing (SEM) effectiveness. The study involved eBay actually suspending various types of SEM on specific search engines, and then closely monitoring the results.
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