Definition
- pop up ad
- An ad that displays in a new browser window.
Information
Pop up windows come in many different shapes and sizes, typically in a scaled-down browser window with only the Close, Minimize and Maximize commands.
There is a strong resentment by some Web surfers towards popup ads. Marketers often do not realize the ill-will generated by popup because it is easier to click the “close” button than send an email to complain. What can often be seen is an above-average click-through rate, although some of this can come from “false positives,” unintentional clicks when the pop-up gets in the way of the desired target. Advertisers can get a better picture of the effectiveness of popup advertising by paying attention to conversion rates and return on investment (ROI).
Definition
- pay per click search engine
- Search engine where results are ranked according to the bid amount, and advertisers are charged when a searcher clicks on the search listing.
Information
Advertisers supply the following details:
listing - includes title, description, and URL.
keywords - the keywords that apply to the listing.
bids - amount paid per click (varies by keyword).
When a search is performed, the first search engine listing is the one with the highest bid for that keyword. The ranking of listings continues from highest to lowest bids. A higher ranking generally brings more traffic.
Critics claim that Pay Per Click search results(PPCse) are not useful in finding information. The claim is often made that paid results are tainted and contrary to the very essence of the Web.
Proponents of PPC search maintain that the free market is effective in bringing the best results to the top, at least for commercial searches. In theory, the highest bids will be held by the best companies for each keyword, because a company’s ability to bid is determined largely by its conversion rate.
From a marketing perspective, it is important to determine which PPC search engines generate sufficient quality and quantity of visitors for a particular product category.
Sponsored Links
Synonyms
PPC search engine,PPCse
Definition
- cost per action (CPA)
- Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.
InformationThe actions defined in a cost per action(CPA) agreement relate directly to some type of conversion, with sales and registrations among the most common. This does not include deals based solely on solely clicks, which are referred to specifically as cost per click or CPC.
The cost per action (CPA) model is at the other end of the spectrum from the cost per impressions model (CPM), with the cost per click (CPC) model somewhere in the middle. In a CPA model, the publisher is taking most of the advertising risk, as their commissions are dependant on good conversion rates from the advertiser’s creative units and Web site.
Marketers looking for cost per action deals have several options. Publishers with considerable excess inventory may be willing to consider nonstandard offers. Sites specializing in incentive programs are in a position to offer CPA pricing on various types of leads, although the usual caveats concerning incentivized traffic still apply. Perhaps the most widespread use of performance-based pricing is affiliate marketing, whereby merchants/advertisers determine what actions they want to reward and how much they are willing to pay.
Sponsored Links
Synonyms
CPA,Lead/Sale,PPA,pay per action
