August 9 Question: Your CFO wants you to discontinue your paid search program because she believes that customers will simply leverage natural search instead, saving the company a ton of cash. Your CFO cites a report from Woodside Research suggesting that 70% of clicks will still happen if paid search is discontinued. How do you respond to her request?
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Take a look at this graph. As the customer becomes more loyal, the customer (not shown here) orders more often. However ... however ... as t...
Great, let's give it go. Start with a small sample first / range of search terms and see what happens to those after a period of time. If that's successful then continue to expand in increments. Nothing ventured nothing gained!
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