Posted by Shawna Fennell

I had the pride and pleasure of interviewing our friend Andy Cotten from Yahoo Search Marketing Monday on our new online radio show Ecom Experts.

Our discussion went into what type of demographic insights should online retailers be considering.

You have to remember that the person who is looking for the product, may not necessarily be the person who is buying the product.

Every year I tell my children to give me a list of items they want for Christmas. My boys will go online and find the items they are wanting. Then hand over the list to me.

Now let’s say that you are selling the item that my 18 year old son wants.

You have the ability to set up your PPC campaigns with premium biddings for mom.

Perhaps you are only spending $0.50 a click on a normal basis.

However, when a woman who is between the ages of 38-58 in Chicago looks for this particular item you want to bid $0.75 or $1.00.

Using the power of demographic settings in your PPC campaigns, you can target customers that you know convert far better than others.

How do you know who converts and who doesn’t? By looking at your analytics.

Listen to the entire interview now with Andy Cotten on Ecom Experts.

You will get tons of fantastic last minute holiday search marketing tips!

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This entry was posted on Wednesday, December 2nd, 2009 at 8:30 am and is filed under Uncategorized. You can leave a response, or trackback from your own site.

About the Author: Shawna Fennell is the founder and CEO of 1Choice4YourStore, an authorized Yahoo! Merchant Solutions Developer and the host of the Yahoo Store Power Hour. Shawna has been building Yahoo! Stores since 2000 when she started her first store as a single mom with two children working out of her living room. Today she has an office with over 25 employees dedicated to helping store owners build, grow and succeed with their ecommerce stores.Check out the 1 Choice Blog for tips, free e-books, and more!