http://marketplanb.com/blog/2007/09/20/should-you-outsource-your-paid-search/ Strategies and tactics for online marketing and ecommerce Fri, 21 Nov 2008 03:16:28 +0000 http://wordpress.org/?v=2.0.2 http://marketplanb.com/blog/2007/09/20/should-you-outsource-your-paid-search/#comment-6 Fri, 21 Sep 2007 09:35:52 +0000 http://marketplanb.com/blog/2007/09/20/should-you-outsource-your-paid-search/#comment-6 Tom, very interesting post. First a quick correction, CA has always been primarily a software provider, not an agency (though we do offer some full service coverage for some of our large enterprise retailers). We're seeing an increasing number of retailers come to the realisation that paid search is too important not to at least consider running in-house. After all, who knows your product catalogue and economics at the SKU level better than you? Agencies are often a good way to get started (though I've heard some pretty high agency minimum fees touted about). Once retailers discover the tech is available to optimise paid search (automated bid management, total long tail coverage, smart keyword harvesting, margin based bidding) they invariably want to find out more. CA offers retailers maximum transparency, and agency (and then some) grade technology to be masters of their own paid search destiny. I suspect we'll be seeing a lot more of this model going forward. Tom, very interesting post. First a quick correction, CA has always been primarily a software provider, not an agency (though we do offer some full service coverage for some of our large enterprise retailers). We’re seeing an increasing number of retailers come to the realisation that paid search is too important not to at least consider running in-house. After all, who knows your product catalogue and economics at the SKU level better than you? Agencies are often a good way to get started (though I’ve heard some pretty high agency minimum fees touted about). Once retailers discover the tech is available to optimise paid search (automated bid management, total long tail coverage, smart keyword harvesting, margin based bidding) they invariably want to find out more. CA offers retailers maximum transparency, and agency (and then some) grade technology to be masters of their own paid search destiny. I suspect we’ll be seeing a lot more of this model going forward.

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