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A2 . Factors to consider when setting online sales operations

Advertisers should avoid placing online advertisement campaigns with a single ad containing several keywords in the advertisements Advertisement campaigns should be organized by s or themes or product brands or even by geographical considerations such that it is easier for a customer to locate a product without spending much in terms of on-store browsing . Keywords should be categorized together in to place ads that

target particular groups of customers . This assists in creating advert targeting and enhance the relevance of the ads . Another issue that should be considered is using the same structure for the campaigns in the websites . For instance , an online trader dealing with both tea and coffee should have separate campaigns for the two products and different accessories such as mugs and cups . Alternatively the commodities could be grouped by product lines and the keywords and ad text for the whole-bean coffee for instance placed in one campaign and the ground coffee placed in another (Lasica , 1998

E-commerce sites should thus be placed in such a way that they provide the most relevant information in a precise manner to avoid too much expense in in-store browsing . Before setting up a store , a trader should organize the products and provide the customers with the easiest way to locate them . A trader can give intuitive links to various product categories and search functions to assist the...