Using product data feeds for search marketing
SEM is about producing compelling advertising that makes an online consumer click on the link within the advert. The more relevant an advert is to the search terms used, the more likely this is to elicit a clickthrough.
If a merchant can successfully match a product and the price, availability and delivery terms are reasonable then this will result in a sale.
A general rule of thumb is that Pay Per Click (PPC) campaigns will deliver around £1 of revenue per click through to the website across all products within paid search.