Pay Per Performance Advertising is when the
advertiser pays a fee based on an action which a visitor to his website
takes.
Pay Per Performance Advertising could cover
several things, such as pay per click advertising,
This type of Pay Per Performance Advertising means
that, you list your website in a pay per click search engine, and when
someone types in your term and clicks on your website listing, you are
charged a fee for that click.
Another type of Pay Per Performance Advertising
could be pay per subscriber. What this means is that you will pay a fee
for every subscriber that is sent to you through a subscription form.
There are many types of Pay Per Performance
Advertising but the ones above are the most common, especially pay per
click.
Pay per search is another one. This was done by askjeeves.com
a few years ago, I'm not sure if they still do it though. What
basically happened was you would put an askjeeves search box on your
website, and whenever someone searched askjeeves through your website,
you were paid a small amount each time.
Not recommended for small websites with little
traffic. The return just wont be worth it.
Pay per impression is another one. This is quite
rare though, or at least it should be. I don't think many, if any
websites do pay per impression any more, it's so expensive and easy to
make fraudulent impressions. However, in some places CPM is quite
popular. This means cost per thousand impressions. So say the CPM was
$5, this would mean that for every thousand people that saw your
advertisement you would pay $5.
Out of all of the above, I would much prefer
paying for every action taken. This way I get what I want, and there is
less chance of fraud happening, which is just a waste of my time and
money. Sure it costs more, but I think the results are well worth it.
If you are looking for a PPC search engine, then I
would definitely recommend overture. They will display your website in
several different search engines, making sure you get maximum exposure.
If you want to do a subscriber deal by paying for
each subscriber that is sent to you. This is best set up yourself and
joint venture with another website. This means you can customize it
yourself. Or you could leave it open to everyone and have many people
sending you subscribers. I don't know of any websites that provide
software for this, so you may have to get a programmer to do it for you.
Please be careful though. You CAN have anyone and
everyone promote your newsletter and generate you subscribers, however
if you allow this, it will be easier and easier to lose track of
genuine and fraudulent subscriptions, making it hard to distinguish
between them.
Make sure you have a good email handling solution.
I would recommend that you don't automate this
process unless you are feeling brave.
Verify each request personally and manually.
Or you could go out looking yourself.
This is probably the best way to go, it gives you
total control and allows you to pick and choose exactly who you want
and who you don't want.
However, if you are feeling brave, or you have a
good email handling solution then go ahead and spread the word about
your newsletter subscription box. Let everyone promote it. This means
more subscribers for you, which means more people to sell to.
In conclusion, if you want to advertise in this
way, make sure you keep a tight grip on your budget. Put some
restrictions on how much you can spend so you don't go overboard.
Overture allows you to deposit as much or as
little as you like (Though a minimum deposit of $20 does apply). This
way you can't overspend unless you manually choose to.
But, this brings on the issue of self control. Set
yourself a personal limit and don't exceed it.
Stephen Warren is the creator and webmaster of http://www.marketershandbook.com,
a completely free business and marketing resource which anyone may use.
freeserve.net@swarren30.fsnet.co.uk
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