Affiliates and PPC

Are affiliates the cause of high PPC search ad costs for merchants? In his latest ClickZ column, Kevin Lee discusses the tactics merchants are taking to prevent affiliate arbitrage.

According to Lee, merchants have been cracking down by placing significant restrictions on affiliates’ bidding activities. He thinks it’s imperative for merchants to police their affiliates’ actions in the paid search arena, since “opening the door even a crack may encourage creative cheaters.”

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