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Home
Keywords
Paid Inclusion
Advertising program where pages are
guaranteed to be included in a search
engine's index in exchange for payment,
though no guarantee of ranking well
is typically given. For example, Looksmart
is a directory that lists pages and
sites, not based on position but based
on relevance. Marketers pay to be included
in the directory, on a CPC basis or
per-URL fee basis, with no guarantee
of specific placement. Also see XML
Feeds.
Paid Listings
Listings that search engines sell to
advertisers, usually through paid placement
or paid inclusion programs. In contrast,
organic listings are not sold.
Pay-for-Performance
Term popularized by some search engines
as a synonym for pay-per-click, stressing
to advertisers that they are only paying
for ads that "perform" in
terms of delivering traffic, as opposed
to CPM-based ads, where ads cost money,
even if they don't generate a click.
Paid Placement
Advertising program where listings are
guaranteed to appear in response to
particular search terms, with higher
ranking typically obtained by paying
more than other advertisers. Paid placement
listings can be purchased from a portal
or a search network. Search networks
are often set up in an auction environment
where keywords and phrases are associated
with a cost-per-click (CPC) fee. Overture
and Google are the largest networks,
but MSN and other portals sometimes
sell paid placement listings directly
as well. Portal sponsorships are also
a type of paid placement. |
