Paid Search: 3 things you should know while running a PPC campaign

by Jessica Lorenz
“You cannot sit down and wait for shoppers to get to your site,” said Victor Yacaman, Ecommerce Director, Leonisa. Leonisa is the No. 1 provider of underwear in Latin America, with 52% of sales generated from paid search. With the ability to track and measure visitors, it’s no wonder PPC has continued to be widely used by retail marketers, “[which] means you can spend more d ...Read the full article

Paid Search: Connecting with consumers in a multi-device world

Watch exclusive interviews from the MarketingSherpa Media Center -- live from IRCE, the world's largest e-commerce event at Reporting live from the 10th annual IRCE in Chicago, MarketingSherpa's Allison Banko sat down with Timothy Seward, Founder and CEO, ROI Revolution, and Victor Yacaman, E-commerce Director, Leonisa, in the MarketingSherpa Media Center. IRCE speakers Seward and Yacaman highlighted how paid search marketing can pay off, especially when consumers are no longer buying on just one device. 57% of consumers in the U.S. are transacting with multiple devices, Seward said, and the need to target consumers more directly with paid search is one tactic e-commerce marketers can leverage. "When you're a retailer, and you have a Web store, you cannot wait around and wait for shoppers to come to your site. If you want to have high traffic, you want to have brand awareness, and that was paid search for us," Yacaman explained.