Marketing & Advertising
The marketing of an ecommerce business is paramount to its success. Our coverage includes insights on email marketing, content marketing, pay-per-click advertising, social media marketing — Facebook, Twitter, Instagram, Pinterest — affiliate marketing, video advertising, and much more.
Content Marketing | Email Marketing | Google Ads | Influencers & Affiliates | Social Media-
Marketing & Advertising
Negative Keywords Improve Pay-per-click Performance, Save Money
May 5, 2009 • Greg Laptevsky
Implementation of negative keywords to your paid search account is one of the most effective methods to improve its performance. Negative keywords allow you to filter out unwanted traffic and only pay for clicks that have a higher probability of converting. Here’s how it works. Negativ...
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Google Ads
The PeC Review: Google’s Search-Based Keyword Tool Lets You See What Spiders See
April 24, 2009 • Armando Roggio
Google’s Search-Based Keyword Tool can help ecommerce merchants find pertinent keywords specific to a given URL, potentially improving search-engine-optimization and pay-per-click-advertising campaigns. Using URLs from your AdWords account, the Search Based Keyword Tool (SKTool) "dis...
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Marketing & Advertising
8 Tips for Choosing an SEO Professional
April 21, 2009 • Greg Laptevsky
Editor's Note: Greg Laptevsky is a longtime Practical eCommerce contributor and a professional search-engine-marketing consultant. We asked him for tips to help ecommerce companies hire SEO firms. What follows, below, is his response. The checklist below will help you choose the right ...
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Social Media
Quick Query: Comodo CEO on Hiring a Social Media Officer
April 16, 2009 • PEC Staff
There's much talk about social media sites and there's also talk of how companies can use social media for marketing purposes. One company doing just that is Comodo, a firm that provides online security solutions. Comodo has recently created a “social media officer” job position and Com...
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Email Marketing
PeC Traffic Report: Six Measurements to Improve Email Performance
April 16, 2009 • Armando Roggio
Good ecommerce merchants know that email campaigns built around opt-in lists are an effective way to reach potential customers. But more than 18 percent of email marketers in the U.S. either don't or cannot measure the return on investment for their email campaigns, according to a new s...
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Marketing & Advertising
The PeC Review: The SOC Exchange Offers A New, Inexpensive Selling Channel
March 24, 2009 • Armando Roggio
Selling online can take many forms and merchants can use several channels to market and sell their wares. The SOC Exchange is a new online storefront that lets merchants post and sell products for as little as $10 per year with no hidden fees. The site allows ecommerce businesses to ...
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Social Media
The PeC Review: Elgg Lets Any Business Create an Online Community
March 17, 2009 • Armando Roggio
Elgg is an open source platform to power any kind of social media community, and it is a tool that online merchants can use to help develop a loyal flow of site traffic. Social media communities similar to Facebook and MySpace are extremely popular. For example, eMarketer, a marketin...
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Influencers & Affiliates
The PeC Review: Google Affiliate Network is an Effective Marketing Tool
March 3, 2009 • Armando Roggio
Affiliate network marketing offers online retailers an effective, performance-based advertising channel with good conversion rates and a propensity to boosts sales. Like many affiliate programs, the Google Affiliate Network connects merchants with a network of website publishers. Aff...
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Social Media
Ecommerce Know-How: Use Facebook, LinkedIn to Promote Your Store
February 23, 2009 • Armando Roggio
Online communities like Facebook, LinkedIn, and Tangle allow members to join groups, post content, and respond to other's activity. While some marketers have tried to exploit the media, there are positive ways for online merchants to participate in linking networks and build stronger re...
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Social Media
Social Media: Listening is the New Marketing
February 18, 2009 • Paul Chaney
Marketers are known for talking, not listening. That is not to suggest we have not used tools like focus groups, user surveys or other research instruments in the past. It's just that, in the era of the participatory web, listening is not an option; it is a mandate. It provides great ...
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Social Media
Ecommerce Know-How: Social Media as a Marketing Tool
February 9, 2009 • Armando Roggio
An integrated social media marketing strategy can help you and your ecommerce site increase brand visibility, improve customer loyalty, and gain important insights about the markets you serve. And with the dramatic growth in social media traffic, ecommerce merchants would be smart to in...
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Google Ads
How to Expand Your PPC Keyword Portfolio
February 3, 2009 • Greg Laptevsky
Paid search is all about keywords. The more targeted keywords you have in your accounts, the more sales you are likely to realize from pay-per-click advertising. Invest just 10-20 minutes per day reviewing new keyword ideas – it will pay off big time in the long run. Below is a list of...
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Email Marketing
The PeC Review: MailChimp is a Full-Featured Email Campaign Manager
January 28, 2009 • Armando Roggio
MailChimp offers a complete email marketing solution that is simple and inexpensive enough for small businesses but powerful enough for fairly large Internet merchants with sales of $5 million per year or more. According to its staff, MailChimp has over 60,000 users. It manages lists...
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Content Marketing
Ecommerce Know-How: Customer-Centric Content as Link Bait
January 26, 2009 • Armando Roggio
Online shopkeepers can use good customer-oriented content to improve PageRank and increase sales. In the world of search engine optimization (SEO), link baiting is the practice of creating web content that is virtually irresistible to bloggers, Diggers, or other members of the linkerat...
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Marketing & Advertising
Ecommerce Know-How: Start a Buzz with Word-of-Mouth Marketing
January 20, 2009 • Armando Roggio
Consumers talk. There is nothing you or anyone can do about it. The shoppers who visit your store and purchase your wares will tell their friends and acquaintances about it if they are given a chance. This phenomenon is nothing new. But marketers are starting to understand how to use th...
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Marketing & Advertising
PeC Traffic Report: Advertising in the Post-Interruption World
January 16, 2009 • Armando Roggio
Advertising has changed. Companies can no longer simply interrupt consumers with advertising messages and expect them to march off and buy something like little credit-card wielding lemmings. But ad tactics that reach out to customers when they're already interested or that tell authent...
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Marketing & Advertising
SEO Report Card: SolsticeSupply.com
January 5, 2009 • Jeff Muendel
This month’s report card is SolsticeSupply.com, an ecommerce site dedicated to closeout winter goods ranging from skis and snowboards to winter apparel. The site is very pleasant to the eye with large, expansive photos of wintry scenes and skiing action. But how does it do in terms of S...
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Marketing & Advertising
Voice Recognition Software: Just "Talk It Out"
December 29, 2008 • Jeff Muendel
Having good content on a website is always important because it is that content upon which both search engines and customers make decisions about your website. The better it is – with regards to focused keywords, information, and style – the more likely a website is to draw search users...
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Google Ads
My Favorite Pay-per-click Blogs
December 18, 2008 • Bill Hartzer
It seems as though there are a million blogs. In fact, last time I checked, Technorati was reporting that over 120,000 new blogs are created every single day. That's about 1.4 new blogs every second. With so many blogs out there, which pay-per-click blogs are the most helpful? To help...
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Marketing & Advertising
SEO Report Card: Pkging.com
December 5, 2008 • Jeff Muendel
Packaging becomes particularly important at this time of year when many of us are shipping gifts for the holidays. I’ve lived in several parts of the country and I don’t much do cards. I’m the type to either ship a gift package or send an email greeting. With that in mind, the website f...
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Google Ads
Advertising in Recession Leads to Competitive Advantage
December 3, 2008 • Armando Roggio
Economic anxiety and a lack of insight have prompted some online retailers to slash their advertising budgets. However, when fewer of your competitors are investing in advertising, you can step up and command a market, improving sales now and in the long term. In a notable study that i...
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Marketing & Advertising
SEO Report Card: Socialcouture.com Stresses Social Media
November 13, 2008 • Jeff Muendel
I like parties, and Social Couture is a high-end party supply website. On its corresponding MySpace site (always a good thing to have, but especially important if your gig is party supplies) Social Couture says, “whether your style is traditional or modern or whether your guests are you...
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Google Ads
Interview: Pay-per-click Expert On 2nd Tier Ad Sites
October 8, 2008 • Bill Hartzer
Recently I sat down with Jeremy Mayes, the author of PPCDiscussions.com. In addition to writing the PPCDiscussions.com blog, Mayes has used paid search to sell millions of dollars of products and has generated millions of leads for various industries. I asked him about 2nd tier pay-per-...
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Marketing & Advertising
SEO Report Card: Icewraps.net
September 29, 2008 • Jeff Muendel
I went on a hike this weekend and it was a lot of fun—until the next day when I began to feel as if I had participated in something more like a death march. My leg muscles were so sore, it was tough to trek through the grocery store in search of ibuprofen. In honor of my pain (it’...
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Google Ads
Seven Tactics to Boost Online Banner-ad Response Rates
September 26, 2008 • Armando Roggio
Ecommerce has been the great equalizer for retailers—a small book store in Iowa can oftentimes compete with Barnes & Noble, Borders, and Amazon for customers in New York, Los Angeles, Chicago or the world, but equality isn't always good. There are times when it's good to have a comp...
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Marketing & Advertising
Coordinate Pay-per-click Advertising With SEO Efforts
September 19, 2008 • Pamela Nelson
The goal of a pay-per-click advertising campaign is to attract qualified traffic to a website in an effort to have searchers convert on a desired action. That action could be a sale, filling out a lead form, requesting information and so forth. The goal of search engine optimization i...
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Social Media
Social Media Marketing
September 9, 2008 • Paul Chaney
Something my employer at Bizzuka said recently sparked my thinking. "What you're doing (in terms of marketing) will not just help us create greater awareness among prospects, but among those considering coming to work for us," he said. It caused me to realize that marketing, especial...
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Marketing & Advertising
SEO Report Card: Starwest-botanicals.com
September 8, 2008 • Jeff Muendel
Starwest Botanicals’ home page begins with this statement: “Starwest Botanicals is your on-line supply source for bulk herbs and natural products. Bulk organic herbs, organic spices, loose leaf organic teas, organic essential oils and aromatherapy supplies are part of the almost 3000 na...
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Marketing & Advertising
Cleverbridge VP On Selling Digital Products
September 5, 2008 • PEC Staff
Craig Vodnik is vice president, North America, for Cleverbridge, an ecommerce platform that helps online merchants sell software, music and other digital products. Vodnik joins Practical eCommerce’s Kerry Murdock,
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Marketing & Advertising
SEO Report Card: Littlepixiegifts.com.au
August 5, 2008 • Jeff Muendel
I don’t spend a lot of time shopping on baby-oriented gift sites, but I get a lot of requests for report card reviews from them. This will not only be the first time I’ve reviewed a baby site, but an Australian site as well. I was taken with the pleasant design, especially the cute baby...