Internet Retailer: Barring affiliates from bidding on its name reduces Northern Tool ad costs

Since major e-tailer Northern Tool & Equipment banned its affiliate sites from bidding on its name on search engines late last year, its search engine marketing costs have plummeted. Some companies have made as part of their affiliate agreements clauses that would prevent affiliates from competing against the brand in media auctions. Says its e-commerce manager, "It’s the low-hanging fruit that absolutely everyone needs to take care of."