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Count Your Money

Earlier in this chapter, we spent a lot of time analyzing the behavior model for visitors to your Web site and determining the business value of what they do. You can use that analysis to make the case for investing in search engine marketing. If you are running a political campaign, this section does not apply to you because you cannot justify your spending based on higher revenue. For everyone else, however, this is the section that will get your search marketing campaign funded. Businesses invest money because they can count the revenue that comes in after that investment.

The simplest business case for search engine marketing for any business is this: If they can't find it, they can't buy it. But that will not convince too many green-eyeshade types like your Chief Financial Officer. And, like anything else, a search marketing program requires investment.


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