Marketing Organic Search SEM Startup 
Both Sides of the Table
FEBRUARY 21, 2010
One of the investment themes I’ve been focused on in the past 3 years has been Performance-Based Marketing. When I started investing the US advertising market was $300 billion with only 10% of it ($30 billion) of it being online and measurable. I believe that many social networks confused this idea.
Startup Professionals Musings
MARCH 23, 2013
All these models start with the advertiser choosing the right search keywords to match user searches. 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. The display side is called pay per action (PPA) or pay per lead (PPL).
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