Impressions, Clicks, Leads, Sales - However, most of...
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However, most of us who went through that transition understand that internally Google is still charging by the impression. The PPC model they show outwardly is really just an illusion, but perhaps that is a topic for another article.
The pay-per-click (PPC) model doesn't exist outside of the Internet. This is the first and only model that seems to not exist in the offline world. However, if you really analyze it.... it does have a corresponding term in the offline world. It should be called a lead. A lead is any time you get someone to raise their hand showing some interest. That is what a click means. They are raising their hand and saying that they are interested. You then show them a page that tries to get them to take a more solid commitment (actually buying or possibly just giving their email address or phone number so they can be contacted at a later time).
Many moved to the PPC model to get rid of the fraud with the impression model. Of course it didn't work. It is just as easy to commit fraud with the click model. People being paid to run ads on their site can click on their own ads. They can have friends do it. They can even have robots do it through proxy servers. Clicking an ad is just as easy as hitting the refresh button. The fraud problem hasn't disappeared. Many affiliate networks used to offer the PPC model, but dropped it years ago due to this fraud problem. Commission Junction is perhaps the largest network to no longer allow PPC. That brings us to the next level in the food chain.
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