Entrepreneurship and Small Business (ESB) Certification Practice Exam

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What is the term for marketing that utilizes ads on a website within a search engine?

Pay-per-click
Display advertising
Social media advertising
Affiliate marketing

The correct answer is: Pay-per-click

The term for marketing that utilizes ads on a website within a search engine is pay-per-click. This type of advertising allows businesses to display ads in search engine results, where they pay a fee each time their ad is clicked. It is particularly effective because it targets users who are actively searching for specific products or services, therefore enhancing the possibility of conversion. Pay-per-click advertising usually involves bidding on keywords that are relevant to the business offerings, and the ads can appear at the top or bottom of the search engine results pages. This model helps advertisers reach potential customers exactly when they are looking for information related to their offerings, making it a highly efficient marketing strategy. Display advertising, on the other hand, typically refers to visual advertisements that appear on various websites, rather than being directly tied to the search process. Social media advertising focuses on promotional content shared on social platforms, while affiliate marketing involves partnering with other individuals or companies to promote products in exchange for a commission. These strategies, while effective in their respective contexts, do not specifically pertain to ads placed within a search engine's results.