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One of the big challenges in search engine marketing is getting all of the volume you want from your campaign. For example, if you know that you are willing to pay $10 for a conversion, and your conversion rate is 10%, you would most likely be willing to pay $1.00 for each click to get the highest number of conversions you can. However, the available volume in paid search is sometimes limited, and prevents you from getting to where you want to in your campaign. In other words, people only search so much on keywords related to your campaign, and there is nothing you can do with your paid search campaign that can change that. This is one of the major limitations in search engine marketing today. Read about how to get at as much (profitable) volume as you can in this paper.
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