Amazon retailers will get help with their search marketing campaigns through a new agreement with paid search marketing firm Efficient Frontier.
Amazon Services Inc., a division of Amazon.com, will offer Mountain View, CA-based Efficient Frontier's search marketing solution to its retail clients.
Though Amazon is a good place for retailers to start selling products, said Ellen Siminoff, president/CEO of Efficient Frontier, executives are aware that its merchants need broad distribution on search engines.
“Amazon has realized that many of these retailers will want to be able to buy distribution beyond the Amazon site, because search works so well for everybody,” she said.
Efficient Frontier will work with Amazon and participating retailers to “figure out what makes the most sense for their campaigns,” she said. “Do they need more keywords, do they need to bid differently? Hopefully, we can get them better ROI than they've been getting on their own.”
Efficient Frontier works with numerous retailers, including BabyCenter and E-LOAN.
Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters