Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd Edition)

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.