These Sponsored Results Terms (“Sponsored Terms”) supplement the Marketplace User Agreement and apply when a Practice voluntarily enrolls in Sponsored Results through the Provider Dashboard. Capitalized terms not defined here have the meanings in the Marketplace User Agreement.
By selecting “Turn on sponsored results,” User represents that User is authorized to enroll the Practice and agrees to these Sponsored Terms on the Practice's behalf.
1. Sponsored placement
Sponsored Results may place an eligible Practice Member in a clearly labeled sponsored position above the ordinary search results. Sponsored placement does not change the Practice Member's position in the ordinary results, does not guarantee that a sponsored position will be shown, and does not guarantee a click, booking, or other result.
The Practice sets a bid, which is the maximum average cost per attributed booking the Practice is willing to pay in a billing cycle (see Section 3). Eligible sponsored candidates are ordered by the product of each candidate's relevance and bid. Each winning visible impression is priced under a published second-price rule. The second price is the next eligible candidate's ad rank divided by the winner's relevance, where the next eligible candidate is always another Practice's — a Practice is never priced by its own second candidate — and it is never above the winner's own bid. Because a bid is an amount per attributed booking and an impression is not a booking, the price of one impression is that second price multiplied by the expected number of bookings per visible sponsored impression, a single published rate that is the same for every Practice and every search and does not depend on any family's insurance. The result is rounded once to whole cents and is never below the published impression floor. If there is no next eligible candidate, the winner pays the published impression floor. The rate used for an impression is recorded with the auction that sold it and remains recoverable for that impression.
A bid below the published minimum bid for a service and market is not eligible in that service and market. A Practice that offers more than one service, or has locations in more than one market, may save a bid that meets the published minimum in at least one of them; it is then eligible only where its bid meets the minimum, and the Provider Dashboard shows which those are.
A Practice Member who has an accepted affiliation with more than one Practice on Zentrum is not eligible for a sponsored position. Search results show one card for each Practice Member, so a sponsored card paid for by one Practice could otherwise present, and book into, another.
The minimum bid and the impression floor are set per service and market on a versioned, append-only rate card. The values in force for the Practice's service and market are shown in the Provider Dashboard at enrollment and whenever a bid is set or changed, and the values in force when an impression was served remain recoverable for that impression.
2. Attribution
A booking is attributed to Sponsored Results when the family made a valid click on the Practice's sponsored card during the seven consecutive 24-hour periods before the booking was confirmed, and the booking is with that Practice. If the family made more than one valid click on the Practice's sponsored cards during that window, the most recent of those clicks receives the attribution. A valid click on another practice's sponsored card never attributes a booking with the Practice, and a click on the Practice's card never attributes a booking with another practice. Returning to the Practice organically after the sponsored click does not remove the attribution.
The bid recorded for an attributed booking is the bid in force when the sponsored card that was clicked was served. A booking is attributed in the billing cycle in which it is confirmed: a click made in one cycle that leads to a booking confirmed in the next cycle counts in the cycle of the booking.
The attribution rule applies whether the family is new to or already has a relationship with the Practice or Practice Member. An attributed booking by an existing family remains a Sponsored Results booking and remains included in Sponsored Results billing even when the separate relationship or marketplace booking fee is waived.
3. Sponsored Results charge
Sponsored Results is priced from visible sponsored impressions and reconciled for each billing cycle. The cycle's Sponsored Results charge is the least of:
- the sum of the auction clearing prices for visible sponsored impressions in the cycle;
- the sum of the bids recorded at the valid clicks that produced attributed bookings in the cycle; and
- the Campaign budgets in force for the cycle, where the Practice has set one.
If a cycle has no attributed bookings, the Sponsored Results charge is $0. Any amount by which the visible-impression total exceeds the attributed-booking cap or a Campaign budget is absorbed by Zentrum and is not invoiced to the Practice. Because the charge never exceeds the sum of the recorded bids, the Practice's average cost per attributed booking in a cycle never exceeds its bid.
A Campaign budget is enforced at the auction and again at cycle close. At the auction, what is counted against the budget is every sponsored impression that became visible, together with impressions served in the preceding 30 minutes whose visibility has not yet been confirmed; an impression that is not confirmed visible within 30 minutes can never be charged and stops counting. Sponsored positions are not served to requests that identify themselves as automated. Sponsored positions are decided one search at a time with no reservation between searches, so a burst of simultaneous searches can serve past a budget by at most the number of sponsored positions on those searches; any spend served past the budget is recorded, never invoiced, and the cycle's charge is capped at the budget.
The Sponsored Results charge for a cycle is reconciled after the cycle closes and is added as a separate line item, on the separate Sponsored Results product, to the following invoice Zentrum issues to the Practice. Sponsored Results charges are separate from relationship or marketplace booking fees and do not count toward an Acquisition Budget. Enrollment does not cause Sponsored Results charges to be invoiced while Sponsored Results charging is disabled. When charging is enabled it applies only to billing cycles that begin on or after the date it takes effect: a cycle already under way on that date is reconciled and recorded, and is not invoiced.
4. No refunds
Sponsored Results charges are final and non-refundable. An attributed booking remains attributed, and no Sponsored Results charge is refunded or credited, if:
- a relationship or marketplace booking fee is waived, refunded, or otherwise not charged;
- the family was already known to the Practice or Practice Member; or
- the appointment is cancelled, rescheduled, missed, or otherwise does not occur after attribution.
5. Campaign controls
The Practice may pause a Campaign or change a bid or Campaign budget through the Provider Dashboard. A pause stops future sponsored serving for that Campaign. A bid change applies only to future impressions and does not re-price an impression, click, attribution, or closed cycle that already occurred.
Zentrum may suppress or stop sponsored serving, including through platform configuration or a serving switch. Suppression or suspension of Sponsored Results does not remove or reorder the Practice's otherwise eligible ordinary directory listing.
6. Relationship to the Marketplace User Agreement
The Marketplace User Agreement continues to govern the Practice's use of the Zentrum Platform. If these Sponsored Terms conflict with the Marketplace User Agreement solely as to the operation, attribution, or billing of Sponsored Results, these Sponsored Terms control for Sponsored Results.