Internet Retailer: Search engine soup: Northern Tool fits Froogle into Google marketing mix

Northern Tool provides an interesting case study for both the benefits and hassles of feeding data to comparative shopping engines. When the company first started giving Froogle data on their products and prices, the engine wound up delivering all of $40 in revenue for the first quarter. But when Froogle was listed on the Google homepage, that revenue jumped to $5,000 in a month, and then tripled a month later. Still, optimizing for good Froogle traffic is proving as arduous as optimizing for good Google traffic. Marketers now have to keep up with more and more complex channels.