Practical Ecommerce CEO On Vertical-Search PPC Opportunities

Many ecommerce merchants run pay-per-click ad campaigns on the major search engines. But Jason Prescott, CEO of, argues that merchants can obtain a higher return-on-investment by advertising on specialized virtual search engines. He discuss this with Practical eCommerce’s Kerry Murdock.


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  1. Darren Lincoln October 13, 2008 Reply

    Nice interview Kerry and Jason, I think I can add a few notes on the ROI question.

    We have been seeing in this vertical merchandise search engine market with our websites, and Typically from our advertisers we see roughly a 1.5 to 2.5% conversion to the wholesale purchase. IE: So if an advertiser purchases 1200 unique visits on he can drill down on them right to the individual IP address gaining him geo targeting and will see somewhere in the average of 18 to 24 sales of his or her products. The average sale amount varies from $250 to $500 pending the type of merchandise they are selling. By the dozen, gross, pallets etc. Electronics generally are higher than Apparel, and Jewelry is generally higher that Fragrances.

    They key here is as Jason Prescott has stated they can rely on TopTenWholesale search results to filter out all the tier one results that plague their industry with everything from DirtySecret type fee based access, to membership clubs and non search related global type results like yellowbook and fee based wholesalelists etc. with TopTenWholesale and WholesaleEZ you receive richly enhanced search results that the advertisers as well as our staffs have filtered to make the users experience forthright and enjoyable. Jason and myself have seen a surgence in advertisers wanting quality conversions on their advertising dollars, therefore; we go to great lenghts to ensure our traffic is of the utmost highest in that characteristic attributes.

    Vertical search engines like the ones mentioned have truly given a sub-sector sense to the internet. Also S.A.S.E. © – the Synonymous Algorithm Search Enhancer helps the user gain new ways of finding merchandise on a varying of levels they had possibly never considered IE: when you look for Wholesale Apparel on we suggest you attempt "Try Closeouts Apparel" This increases their results by up to 50, should they desire to look for even more deeply discounted merchandise. TopTenWholesale does this in even a more impressive way with the S.A.S.E. © – the Synonymous Algorithm Search Enhancer.

    These algorithmic enhancements enable an even higher ROI simply because the wholesalers merchandise and be accessed easily and not buried in the "internet cesspool" quoted from Google last week.

    Oct 08, 2008 12:44 PM PDT Comments: 3 Views: 417
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    By CircleID Reporter

    Internet is a "cesspool," a festering sea of bad information, said Google’s CEO, Eric Schmidt, yesterday while speaking to a group of visiting magazine executives at the company’s Mountain View, California Campus during the American Magazine Conference. Schmidt suggested that "brands" are more important than ever and key solution for this problem is brands. "Brands are the solution, not the problem," said Schmidt. "Brands are how you sort out the cesspool." Branding, on the other hand, may be an essential element that helps people navigate the world, he continued. "Brand affinity is clearly hard wired," he said. "It is so fundamental to human existence that it’s not going away. It must have a genetic component."

    We have dedicated all of our web propeties to combat these entities of tier one cesspool results. That is why you will see brands like TopTenWholesale and WholesaleEZ remain leaders in our industry. Jason and Myself saw the onslaught of this problem years ago, we boith invested in the technology to fight it and now all of our advertisers enjoy an optimal ROI on their advertising dollars and our users come away with great deals and a happy experience.

    Also I wanted to note: Clean and Clear Flexibilty is another key to increasing our advertisers ROI. I have seen since our launch of our new "Cleaner and More Organized Version 9.0" our average page views per user go up to as many as 10 per day on not bad when you look a tier one SE that has a landing and stick rate on the average of under 30 seconds. As our industry moves forward that type on click-on and click off reminds me of how TV advertising view Tivo " Not Well" However; on our vertical tiers SE we see our users more like people who view the Food Network, HGTV, History Channel or National Geographic or even watching their favorite sports team play on TV. They tune in and don’t change the channel.


    Merchants Media, is one of the leading publishers in the Wholesale Merchandise Industry. We have been publishing Merchants News for 18 years. Our newspaper serves the everyday sourcing needs of retailers, wholesalers, entrepreneurs, distributors and closeout merchandise buyers.

    Merchants News is printed and distributed monthly to retailers throughout the continental United States, Canada and the Caribbean islands. It is specifically designed for “Wholesale To The Trade Only” It is Business to Business and not intended for use by the general public. is our website, This Wholesale Merchandise Search Engine is designed to connect even more retailers to various sources of supply via the internet. We provide seamless exposure for wholesalers to display their company’s products and services to the world’s wholesale merchandise buyers.

    Chairman & Chief Executive Officer

    Darren Lincoln

    Mr. Lincoln is Chairman and CEO of Merchants Media with overall responsibility for leading the strategic direction of the company and the execution of it’s business plan. Mr. Lincoln has more than fifteen years sole ownership of the company. His everyday experiences are in growth company operations, strategic planning, marketing and finance.

    Merchants Media
    P.O. Box 516
    Boynton Beach, FL 33425