Chapter 6: Legally Speaking: PPC and the Law
In This Chapter
Sticking to editorial guidelines for ads and keywords
Following trademark and copyright regulations
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 ...