Part VI: Protecting Your Profits

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Introduction

A return on investment (ROI) tracking solution identifies the profitability of your campaign components by search engine, keyword, title, description, and landing page. Unfortunately, it can't reveal the business tactics that drain your advertising budget.

Competitors are the primary profit killers. You're responsible for policing any of their activities that attack your campaigns . But don't overlook your external sales force ‚ you could be fighting an increasingly expensive battle against your own company. The earlier you put protective policies in place, the sooner you'll repair holes in your purse.

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Chapter 21 Watch Out for Click Fraud

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Chapter 22 Trademark Infringement

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Chapter 23 Managing Your Affiliates

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Conclusion

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Search Engine Advertising. Buying Your Way to the Top to Increase Sales
Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd Edition)
ISBN: 0321495993
EAN: 2147483647
Year: 2004
Pages: 155

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