Pay for placement: Difference between revisions
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'''Pay for placement''', or '''P4P''', is an [[Internet advertising]] model in which [[advertisements]] appear along with relevant search results from a [[Web search engine]]. Under this model, advertisers bid for the right to present an advertisement with specific search terms (i.e., [[keyword (Internet search)|keywords]]) in an open [[auction]].<ref>{{cite news|url=http://archives.cnn.com/2000/TECH/computing/12/11/search.engines.explored.ap/index.html|title=Search engines shift gears to increase profits|accessdate=2008-04-11|publisher=CNN |archiveurl = http://web.archive.org/web/20080221002146/http://archives.cnn.com/2000/TECH/computing/12/11/search.engines.explored.ap/index.html <!-- Bot retrieved archive --> |archivedate = 2008-02-21}}</ref> When one of these keywords is entered into the search engine, the results of the auction on that keyword are presented, with higher-ranking bids appearing more prominently on the page. |
'''Pay for placement''', or '''P4P''', is an [[Internet advertising]] model in which [[advertisements]] appear along with relevant search results from a [[Web search engine]]. Under this model, advertisers bid for the right to present an advertisement with specific search terms (i.e., [[keyword (Internet search)|keywords]]) in an open [[auction]].<ref>{{cite news|url=http://archives.cnn.com/2000/TECH/computing/12/11/search.engines.explored.ap/index.html|title=Search engines shift gears to increase profits|accessdate=2008-04-11|publisher=CNN |archiveurl = http://web.archive.org/web/20080221002146/http://archives.cnn.com/2000/TECH/computing/12/11/search.engines.explored.ap/index.html <!-- Bot retrieved archive --> |archivedate = 2008-02-21}}</ref> When one of these keywords is entered into the search engine, the results of the auction on that keyword are presented, with higher-ranking bids appearing more prominently on the page. |
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When P4P was first introduced, controversy arose because seventy percent of [[Internet]] users were unaware that search results could be skewed as a result of such agreements,<ref>{{cite news|url= |
When P4P was first introduced, controversy arose because seventy percent of [[Internet]] users were unaware that search results could be skewed as a result of such agreements,<ref>{{cite news|url=https://www.theguardian.com/media/2002/may/03/bbc.newmedia|title=BBC angers rivals by launching online search engine|accessdate=2008-04-11|publisher=The Guardian | location=London | first=Owen | last=Gibson | date=2002-05-03}}</ref> which in some cases led to legal action.<ref>{{cite news|url=http://edition.cnn.com/2002/TECH/internet/02/04/search.engine.lawsuit.idg/index.html|title=Search engines sued over 'pay-for-placement'|accessdate=2008-04-11|publisher=CNN}}</ref> |
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Pay per click marketing is a subset of [[search engine marketing]]. It is not a form of SEO as SEO refers to practices which are intended to improve your organic search results.<ref>http://www.webopedia.com/TERM/S/SEO.html</ref> |
Pay per click marketing is a subset of [[search engine marketing]]. It is not a form of SEO as SEO refers to practices which are intended to improve your organic search results.<ref>http://www.webopedia.com/TERM/S/SEO.html</ref> |
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Revision as of 02:35, 16 December 2016
Pay for placement, or P4P, is an Internet advertising model in which advertisements appear along with relevant search results from a Web search engine. Under this model, advertisers bid for the right to present an advertisement with specific search terms (i.e., keywords) in an open auction.[1] When one of these keywords is entered into the search engine, the results of the auction on that keyword are presented, with higher-ranking bids appearing more prominently on the page.
When P4P was first introduced, controversy arose because seventy percent of Internet users were unaware that search results could be skewed as a result of such agreements,[2] which in some cases led to legal action.[3]
Pay per click marketing is a subset of search engine marketing. It is not a form of SEO as SEO refers to practices which are intended to improve your organic search results.[4]
Pay per click marketing can be done through ad networks such as Google Adwords or by paying for placement on a specific site. The pricing structure of most pay per click marketing is built upon an auction model that takes keyword competition into consideration to determine the cost per click (cpc) or the cost per impression. (CPI).
See also
References
- ^ "Search engines shift gears to increase profits". CNN. Archived from the original on 2008-02-21. Retrieved 2008-04-11.
- ^ Gibson, Owen (2002-05-03). "BBC angers rivals by launching online search engine". London: The Guardian. Retrieved 2008-04-11.
- ^ "Search engines sued over 'pay-for-placement'". CNN. Retrieved 2008-04-11.
- ^ http://www.webopedia.com/TERM/S/SEO.html
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