Buy.com How to use new search marketing technology to improve profit

Jeff Wisot, vice president of marketing at Buy.com Company, said: "With the combination of information (such as product sales speed, profit margin) and paid search marketing, our company gained 45 of the profit growth." ”

Buy.com, (33rd in the online retailer's 500-strong guide), started a paid-search business with Adlucent, a search marketing firm, in early April. Wisot said: "Adlucent uses its proprietary depth search keyword management application to help buy the most efficient use of keywords at the lowest cost." ”

"Deep search systems," he added, "improved the search marketing business at three points:

1 to manage the retailer's bid for the keywords of product data, including 400多万件 products, and thousands of new product information added in one day;

2 speed up the management of keyword bidding in order to cope with changes in consumer buying (the causes include large-scale recessions and changes in demand for certain commodities);

3 After the analysis of the network to adjust the key word management, through the different product sub-category and shopping season forecast sales. ”

"Before partnering with Adlucent, Buy has tried to work with three major advertising agencies, but none of the three advertising agencies can provide effective keyword management for retailers with large product and customer interaction," Wisot said. He added: "In order to effectively pay for the search, buy needs to be based on data (such as: changing customer needs and existing inventory) to quickly modify the keyword selection and bidding. ”

For example, through the analysis that the products on the Buy.com after the online video display, more easily consumers buy. Adlucent will offer higher keyword bids to the products shown in the video to show that those products are more likely to generate ROI than other products.

At the same time, adlucent will reduce or stop bidding on the key words of fast-selling and nearly-out-of-stock products to avoid wasting money on products that do not require marketing promotion.

If the analysis indicates that inventories of the hottest category of products on buy.com (such as a digital camera of a particular pattern and color) are out of stock, leaving only a low conversion camera model, Adlucent will also lower the bid for the product. "We don't waste money on products that have no conversion rate," said Ashwani Dahl, senior vice president of Adlucent. ”

"In just a few months, Adlucent has expanded our business and brought a surprising number of highly discerning buyers to our site," Wisot said. "The model it uses means we just have to pay for the sale, not the number of clicks." This allows us to gain beyond the cost of search advertising. ”

Translated from Internet retailer edited this article will be included in the "business of the operator-Web business Success" expected publication date December 2009