Startups Stick with Organic vs Paid Search Results
Startup Professionals Musings
MARCH 23, 2013
It pays only if a customer clicks through AND takes a further action (conversion), such as buying a product or filling out a web form. All these models start with the advertiser choosing the right search keywords to match user searches. The display side is called pay per action (PPA) or pay per lead (PPL).
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