ABSTRACT
Using search engines to drive accountable sales via a fully eCommerce driven website is one of the most common and effective uses of the medium. The following chapter looks at how to use each of the components to drive cost-effective and profitable sales. The use of search engine marketing for eCommerce sales is one of the most well documented as it allows for the greatest accuracy with measurement. Through the use of accurate tracking and careful planning a series of measures can always be taken to ensure that the correct return or cost per sales is being achieved.
