C Trusted feed

This form of search advertising is less widely used, so we will only cover it briefly. In trusted feed, the ad or search listings content is automatically uploaded to a search engine from a catalogue or document database in a fixed format which often uses the XML data exchange standard (see www.w3.org/XML). This technique is mainly used by retailers that have large product catalogues for which prices and product descriptions may vary and so potentially become out-of-date in the SERPs. A related technique is paid-for inclusion (PFI). Here, PPC ads are placed within the search listings of some search engines interspersed with the organic results. In paid inclusion, the advertiser specifies pages with specific URLs for incorporation into the search engine organic listings. There is typically a fixed set-up fee and then also a PPC arrangement when the ad is clicked on. A crucial difference with other PPC types is that the position of the result in the search engine listings is not paid according to price bid, but through the normal algorithm rules of that search engine to produce the organic listings. The service most commonly used for PFI is Overture Sitematch (www.overture.com) which supplies search engines such as Yahoo! and MSN. Note that Google does not offer trusted feed in its main search results at the time of writing (but it does offer a free XML feed to its main Froogle shopping catalogue).

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