Channels and tools
Paid search is the advertisement that appears among search engine results when somebody types a question, and it is paid for by the click.
In the articles the term lives as «the paid search network» and serves to state the perimeter of a measurement: a return recorded on that network holds there, and not across a company's whole advertising investment.
An example
At an industrial services company the return on ad spend rises by 25% on the product line that carries the revenue, measured on the paid search network, while the return on the company's whole advertising investment is still partly below break-even. The number and its perimeter travel together.
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