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www.sendtec.com<%2Fa>)%20examines%20“the%20enormous%20impact%20DRTV%20has%20on%20search%20engine%20marketing,%20both%20on%20organic%20and%20on%20paid%20search%20listings,%20and%20how%20it%20can%20easily%20throw%20off%20the%20allocation%20of%20expenses%20and%20sales%20to%20both%20channels.”%20The%20key%20takeaways%20from%20the%20paper%20include%20that%3A%20*%20Search%20is%20a%20significant%20channel%20for%20DRTV%20response;%20*%20In%20order%20to%20calculate%20your%20true%20cost-per-response,%20you%20must%20factor%20in%20DRTV-driven%20search%20traffic;%20*%20You%20must%20be%20careful%20not%20to%20“double%20pay”%20for%20search%20traffic%20that%20already%20is%20being%20driven%20by%20your%20DRTV%20activities;%20and%20*%20DRTV%20has%20a%0D%0A%0D%0Ahttps%3A%2F%2Fwww.nonprofitpro.com%2Farticle%2Fhow-drtv-affects-search-results-75992%2F" target="_blank" class="email" data-post-id="10131" type="icon_link">
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* DRTV has a strong, yet secondary, effect of branding.
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