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Bid for placement is a paid inclusion search engine marketing model in which advertisers select keywords and bid per click for first link placement in search results using those terms. The top bidder on a specific keyword will get the top ad spot associated with search results for that term, the second-highest bidder the second spot, and so on; each will pay per click to their ads. Although popular with marketers and search engines, the bid for placement model is somewhat controversial because the prominence of the advertiser's link is a function of how much that advertiser is willing to pay rather than the ad's relevance to the search terms in question.
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