Internet Retailer: eBags focuses more marketing on Internet search

EBags maintains a steady list of about 2,000 keywords at Overture, Google and other search services, [eBags VP of biz dev Peter] Cobb says. But maintaining those keywords is requiring more work and expense, he adds, because stiff competition for keywords is driving up their cost. So eBags dedicates two marketing professionals to monitor its keyword list to compare the price paid for each keyword with the position, or ranking, it gets in search results.

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While focusing and spending more on search, eBags is cutting back on e-mail marketing, Cobb adds, because of the overabundance of e-mail spam and growing efforts to block incoming e-mail.