Using Google to drive e-tail traffic

Imagine doing web searches in a Google-less world. Pretty frightening, right? Google is used so frequently by surfers that it has even become a verb. So it probably comes as no surprise that the Holiday eSpending Report released in January by Goldman Sachs, Harris Interactive and Neilsen//NetRatings showed that 39% of on-line shoppers start their product searches on the portal. Accordingly, most e-tailers and toycos selling on the web have identified sponsoring links on Google as a key traffic-driving strategy. So how does it work?
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February 1, 2005

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