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Cost per lead is a model wherein companies pay a third-party service to provide leads for their business. This may be on an ad hoc basis or in a subscription model, with varying rates for different volumes and types of leads.

A Buyer Persona, or Customer Persona, is a hypothetical customer of your brand that is representative of a specific type of customer that your product or service appeals to. In creating a fictionalized version of these ideal customers, it allows companies to create ads and other content that is specifically targeted at these persona types, and is thus more likely to perform well.

Search Engine Marketing (SEM) are the methods by which sites try to increase their rankings in search engines through paid advertisements. Product or business listing on various search platforms support this structure and allow businesses to pay and/or compete for prominent listings.