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Our online marketing department is constantly abreast of emerging technology and trends in the rapidly evolving world of internet marketing. Find out more about the various channels and techniques we employ to keep driving visitors and sales to AbeBooks.com. Such initiatives include paid search marketing, affiliate marketing and comparison shopping engines.
Paid Search Marketing
AbeBooks invests a great deal of time and resources towards paid search
marketing with major Search Engines such as Google,
Yahoo, and MSN. Paid search, or “PPC”, marketing is a method of advertising
used on web sites, advertising networks and search
engines.
With search engines, pay-per-click advertisements are usually text
ads placed near search results; when a site visitor
clicks on the advertisement, the advertiser is charged
a small amount. In the case of AbeBooks, we place advertising
which match a visitor's request for all terms related
to our business – such
as "used books", "rare books", "find out-of-print books",
etc. We are continuously optimizing these campaigns
and expanding the breadth to bring further qualified
buyer traffic to all our AbeBooks platforms
Affiliate Marketing
One of the pillars of AbeBooks online marketing initiatives is our affiliate
programs. Our affiliates are responsible for driving
a great deal of qualified buyer traffic to our various
web sites and continue to grow in size and importance.
What is affiliate marketing, you ask? Well, put simply, it is the relationship
between web site owners and merchants (AbeBooks)
whereby the merchant offers the web site owner (affiliate)
a commission fee structure for linking to the merchant
site to offer goods or services for sale. Affiliates
publish web sites, blogs, etc, so they are also known
as Publishers. Merchants advertise on affiliate sites,
so they are also called Advertisers.
AbeBooks
pays a commission percentage to their affiliates, which
is a portion of the total order value referred before shipping. Affiliate
range in type from book vertical price comparisons such as Bookfinder.com,
to popular rebates sites, content sites and even affiliates who invest
in Paid Search advertising on behalf of the Advertiser.
Shopping Portals
and Price Comparison Websites
An increasing area
of AbeBooks online marketing initiatives are focused
on increasing our product exposure on popular Price
Comparison and Shopping Portal websites.
A Price Comparison website, or
Comparison Shopping Engine (CSE), is a web site that
searches and finds the best prices on specific items
from different online vendors. The most popular broad
product reach comparison sites focus primarily on traditional
e-commerce verticals such as computers, electronics,
movies, music, apparel, etc. These sites, however,
are quickly becoming a source for all products – books
included!
For more niche verticals, like books, textbooks or used music, many
affiliate publishers have created niche vertical comparison
engines - with features/functionality that caters to
the unique attributes inherent to each vertical. Bookfinder.com
is a perfect example of this trend.
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