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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 6: Legally Speaking: PPC and the Law

In This Chapter

check.png Sticking to editorial guidelines for ads and keywords

check.png Following trademark and copyright regulations

check.png Fighting click fraud

One of the most common pitfalls of pay-per-click (PPC) management to which new users fall victim is getting ads returned from search engines because of editorial guidelines. Sometimes, the problem is simply a matter of trying to use a shortcut such as an ampersand (&) instead of and or 2 instead of to. But in some cases, the problem is more serious, such as a copyright or trademark infringement.

This chapter walks you through the most common editorial issues you’re likely to run into and shows you how to avoid copyright or trademark errors. At the end of the chapter, you discover about click fraud.

Understanding Editorial Guidelines

Editorial guidelines are always set forth by the search engine or the distributor of PPC ads, so many variations exist. The major search engines have similar rules and regulations that are fairly easy to follow, but if you run into issues or have questions, consult the help center for that particular engine.

Ad editorial guidelines

Most search engines are similar in their ...

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