Google's Gbuy nears launch | CNET News.com: "Google's payment system, as a result, holds the potential to monitor which paid-search results users click on and of that group, which ones turn into actual sales. With that information, Google may find itself in the enviable position of being able to identify which categories bring in the highest return on investment for advertisers, Rohan stated."
Google gets itself into a position from which it can fine-tune search-to-buy ratio. It also embeds its product into customers' control process, which provides a long-term competitive advantage over other lead generators ( search engines).
tags: control integration strategy performance
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