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 ...

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