Conclusion

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Maximizing your return on investment from paid listings requires attention to the business tactics, both inside and outside of your company, that can quietly drain your profits.

Study your campaign reports for unusual dips in conversion rates, which could indicate click fraud behavior. Document these patterns for potential discussions with search engine representatives as well as the perpetrators.

Also monitor ad listings that appear for your trademarks. If you're a victim of trademark infringement by competitors , consult an attorney and follow the search engines' complaint procedures. Additionally, develop a business strategy that addresses your affiliates ' roles in your search engine marketing plan that will maximize revenue for both parties.

Search engine advertising is a cost-effective method of generating web site traffic, leads, and sales. Leverage existing tools to help you manage effective campaigns . Then invest creativity and routine evaluation to continually improve your profitability.

Visit www.searchenginesales.com for updates and links to many of the resources mentioned in this book.

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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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