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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site, Second Edition by Bill Hunt, Mike Moran

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Chapter 9 Sell Your Search Marketing Proposal

It's time to close the deal. Time to get the approvals for your proposal to start a search marketing program. Next to actually managing a search marketing program, the most complicated activity is getting “buy-in” from your extended search team and your executives. How hard that is to do depends on the scope of the search marketing program that you selected in Chapter 8, “Define Your Search Marketing Strategy.” The larger your scope, the tougher your approval process will be.

In this chapter, you learn how to do the following:

•    Assemble your proposal. You calculated the revenue opportunity for a single campaign in Chapter 7, “Measure Your Search Marketing Success,” and the costs for both your ...

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