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WEBSITE MARKETING

Pay-Per-Peformance, The Newest Path To Surefire Advertising
By: Developer Shed
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    2004-03-26

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    Pay-Per-Peformance, 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.

    ###
    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.



    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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