O'Reilly logo

The Truth About Pay-Per-Click Search Advertising by Kevin Lee

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Truth 23. Paying for shelf space in the search supermarket

Sometimes, it’s useful to consider PPC SEM from a new perspective, particularly when it comes to explaining to others what exactly paid placement means to marketers. Marketers struggle with understanding both the short- and long-term effect search placements have on purchase and sales. One analogy I’ve been mulling over recently is that of slotting fees and retailers’ practice of charging for shelf space. As I thought more about grocery stores and how products are marketed in them, I found significant parallels between in-store advertising, promotional marketing, slotting allowances as a whole, and overall SEM, both organic and paid.

These parallels may help you explain SEM ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required