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Search Engine Advertising: Buying Your Way to the Top to Increase Sales, Second Edition by Catherine Seda, Kevin Lee

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Chapter 12Additional Search Traffic Sources

Although general purpose search engines—Google and Yahoo, for example—will likely account for the bulk of visitors to your website, it’s important not to overlook additional sources of traffic. These sources—comparison shopping engines, online Yellow Pages, and vertical and international search engines—can present opportunities for you to get in front of customers when they are in the mood to buy. You may also be able to take advantage of the lower level of advertiser competition within these sources, making them more cost-effective contenders for your search advertising dollar.

Marketing On Comparison Shopping Engines

Unlike general purpose search engines that cater to a broad audience and therefore ...

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