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Exposing Dirty PPC Tricks

Much of the discussion about search marketing's bad reputation centers on tactics used by organic search pros. Rob Kerry dives into the logic behind some dirty paid search tricks, from gaining the ability to buy multiple ads for the same search term (by creating multiple user accounts), to directly copying a competitor's ad (effectively bumping them out of the paid search listings overall). He also poses the question of ethics, wondering whether Web pros should use these tactics, and warning that they pose the risk of getting the offending PPC account canceled.

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