Here at Genie we have a very specific methodology, developed during the course of the years, which help us find and reach the true potential of a good retail business in paid search. This methodology is designed to maximise the opportunity by taking advantage of “easy wins” and known “best practices” but also to find, by testing, modelling and experimenting, strategic techniques to reach where others can’t, to drive the absolute most revenue at the absolute best CPA (cost per acquisition) / COS (cost of sale).