# a 1 b ii 1 13 Payment models for display advertising. There are a number of different payment models for display advertising. Match the statements in the left column with the descriptions in the right column Cost per Impression or Cost per Means that the advertiser only pays when an Thousand Impressions advertisement delivers an acquisition. It is the best way for an advertiser to pay because they only pay when the advertising has met its goal. For this very reason, it is also the worst type for the publisher as they are only rewarded if the advertising is successful. Cost per click Means that, sometimes, owners of lower-traffic sites choose to sell banner space at a fixed cost per month regardless of the amount of traffic or impressions. This option would appeal to a media buyer who may be testing an online campaign that targets niche markets. Cost per Acquisition Means that the advertiser pays each time the advertisement appears on the publisher's page. This is how a campaign is normally priced when brand awareness or exposure is the primary goal. Flat Rate Means that advertisers pay for the rollover advertisements, placed in videos or applications, based on the interactions with that advertisement. It is an emerging technology. Cost per Engagement Means that the advertiser only pays when their advertisement is clicked on by an interested party. Banners can be priced this way when the aim is to drive traffic. III 1. d iv 1 V e 1 # 1 a 1 14 Search Engine Optimization - there are 4 things to consider when choosing a key word. Match the words in the left column with the statements in the right column Search Volume 1 What is the average value per prospect attracted by the keyword?_d b Competition il What is the likelihood that the searcher using that key phrase is going to convert on your site? C Propensity to convert INT How many other Web sites out there are targeting that same phrase? _b d Value per conversion Tv How many searchers are using that phrase to find what they want? a 1 1 15 Broadly, customer relationship management (CRM) can be looked at from the following