ClickZ: Best Search Practices for E-Tail

In this article Kevin Lee, CEO of search marketing firm Did-It, provides a detailed look at best search practices for e-tail. Includes an interview with Christine Aguilera (no, not Christina — this one is the CFO/general counsel at SkyMall). A lot of sound advice here including:

Go broad with keywords. Test and optimize the broadest possible keyword and key phrase list your campaign management software can accommodate in paid placement. Using broader, more targeted keywords and key phrases increases ROI.