Glossary - Understanding Sponsored Search - page 257

Glossary 257

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 (Source: SEMPO) (see Chapter 2 model).
Paid search : placing ads for products or services on SERPs (listings appear at the
top of the page and on the right-hand side) and on content sites across the Internet.
These ads are typically small snippets of text linked to merchandise pages (Source:
Quirk) (see Chapter 2 model).
Palming off : to misrepresent inferior goods of one producer as superior goods made
by a reputable, well-regarded competitor in order to gain commercial advantage and
promote sales (see Chapter 6 BAM!).
Parameters : these are located in the URL immediately after a question mark
and followed by an equal sign and a return value, known as name=value (Source:
WebTrends) (see Chapter 2 model).
Pass-along rate : the percentage of people who pass on a message or file (Source:
Marketing Terms.com) (see Chapter BAM!).
Path : a path is the click pattern a visitor uses as they traverse through multiple pages
(Source: WebTrends) (see Chapter 2 model).
Pay per call : a model of paid advertising similar to Pay Per Click (PPC), except
advertisers pay for every phone call that comes to them from a search ad, rather than
for every click-through to their Web site landing page for the ad. Often costs higher
than PPC advertising, but valued by advertisers for higher conversion rates from
consumers who take the action step of telephoning an advertiser (Source: SEMPO)
(see Chapter 2 model).
Pay per click (PPC ): online advertising payment model in which payment is based
solely on qualifying click-throughs (Source: Marketing Terms.com) (see Chapter 2
model).
Pay-per-click model : the most common payment method, although others are also
utilized, such as pay-for-impression, pay-per-action, and pay-per-call (see Chapter 2
model).
Pay-per-click search engine ( PPCSE ): search engine where results are ranked accord-
ing to the bid amount and advertisers are charged only when a searcher clicks on the
search listing (Source: Marketing Terms.com) (see Chapter 2 model).
Pay per impression : an advertising pricing model in which advertisers pay based on
how many users were served from their ads (Source: IAB) (see Chapter 2 model).
Pay per lead (PPL ): online advertising payment model in which payment is based
solely on qualifying leads (Source: Marketing Terms.com) (see Chapter 2 model).
Pay per sale (PPS ): online advertising payment model in which payment is based
solely on qualifying sales (Source: Marketing Terms.com) (see Chapter 2 model).
Payment threshold : the minimum accumulated commission an affiliate must earn
to trigger payment from an affiliate program (Source: Marketing Terms.com) (see
Chapter 2 model).