If you’re an eCommerce retailer and you haven’t been able to make money using search advertising platforms like Google Adwords, it may be because you are casting too wide of a net. You should be very choosy in who you are targeting, and think about what the keywords say about the searcher. Bid on keywords that imply the searcher has his wallet out and is ready to buy.
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Looking for Love in All the ROI Places: Winning at E-Commerce PPC