Pay-Per-Performance, The Newest Path
To Surefire Advertising
by Kevin Nunley
Advertising used to be hit or miss. You would place
your ads and wait for results. If new customers didn't
come through the door, you had little choice but to
revise your ads and try again until you got it right.
That created a problem for companies both large and
small. You could invest a lot of money before sales
started coming in.
Now, the new crop of Pay-Per-Performance advertising
methods give you results or you don't pay. Instead of
paying to place your ad, you pay for each lead your ad
produces.
You can adjust your ad, your media, and your method
until prospects start to roll in. Only when you get
results do you start paying small fees per lead.
One of the quickest ways to pull lots of prospects to
your web site is to get listed prominently in search
engines. Unfortunately, with over one billion sites
catalogued, your URL can get lost in the crowd.
Pay-Per-Performance search engines give you a way
around this problem. They list your site high for a fee.
You can pay as little as a penny a click for each
prospect the engine sends to your site. If no one clicks
on your link, you don't pay.
The up side to these engines is you can adjust your
listing until it works without going into debt. You can
also list dozens, even hundreds of keywords that will
bring up your link.
The big disadvantage to Pay-Per-Performance search
engines is many keywords get very little response.
Common keywords that draw lots of prospects are probably
well known to other businesses in your industry. With
everyone vying for the same keywords, the price can be
bid up to several dollars per click.
Some top Pay-Per-Performance search engines are
GoTo.com, NetFlip.com, FindWhat.com, SearchHound.com,
and RocketLinks.com. Most require a $25 to $50 minimum
to participate.
Pay-Per-Performance banner advertising is also
popular. With banner response trending lower in recent
years, businesses are looking for ways around costly cpm
banner purchases that don't always get results. Services
like ValueClick.com and PennyWeb.com make you pay only
when someone clicks on your banner and goes to your
site.
This strategy works well when you develop an eye
catching banner that gets your target audience to click.
You can increase response by centering your banner
around a graphic that helps make your point. You can
also add moving animation to your banner to grab
attention. Be sure to keep your banner's file size down
for rapid loading.
The newest innovation in Pay-Per-Performance
advertising may well be the best idea yet. New
CustomLead.com uses innovative banner ads to collect the
email addresses of your target customers. Prospects
enter their email address to receive information on your
business. You pay only for unique confirmed email
sign-ups.
The point is to build your own opt-in email list. You
own the list and can use it indefinitely to email
updates, send out new offers, and distribute information
to your prospects and customers. Rather than a one-shot
ad campaign, you can continue to work your list for
weeks, months, even years getting the rich results
repetition provides.
The great advantage to CustomLead's
Pay-Per-Performance advertising method is that it
revolves around email, by far the most popular feature
of the Internet. While as few as 30% of the population
surf web sites, almost everyone with a computer at home
or work uses email. You reach prospects in a way people
notice and respond to.
By using the big three kinds of Pay-Per-Performance
advertising -- search engines, banners, and email - you
stretch your ad budget with guaranteed results. You also
have the ability to analyze hard statistics that render
your results crystal clear.
Perhaps most important, Pay-Per-Performance lets you
focus your marketing plan on getting results rather than
just increasing awareness. Not only do people learn your
company name, you also get the guaranteed result of an
interested prospect seeing your full offer either at
your site or in an email.
Back...
Kevin Nunley provides marketing advice and copy writing
fast and at low cost. Read his 10,000 tips to promote
your business for $1 a day or less at http://DrNunley.com
See his full line of proven promotional packages. Reach
Kevin at
Mailto:kevin@drnunley.com or 801-253-4536. |
