RE: Cost-Per-Action Advertising

From: Michael Ehlenberger <michael_at_premiumnetwork.com>
Date: Mon 23 Apr 2001 10:47:51 -0500

LOREN BAKER <loren_at_webadvantage.net> WROTE:

>As a result of the recent online advertising bust, we
>have been exploring "alternative forms" of advertising-
>including cost per click (CPC), cost per action (CPA),
>and sales commission.

I'm curious if you have done the math to calculate the
net NET CPM or NET CPC from your CPA orders. Also,
what type of reporting do you provide to the sites so
they can track their performance? From our experience,
we have found that CPA deals require more hands-on
management, and rarely have any quantifiable payoff.
If you are successful with this model, and the
publishers you are working with are happy, I'd be very
interested in learning more.

The activity you described with NetZero is exactly how
online advertising should be done in my opinion! When
you have a highly targeted message delivered to the
right audience, at the right time you are much more
likely to make good conversions.

I'd like to hear from a broad group of people on this
list as to what their experience has been with CPA
deals, and what they have done to make the process
manageable and profitable!

Michael Ehlenberger
Director, Business Development
Premium Network, Inc.
408.360.9895 direct
415.284.1444 San Francisco office

http://www.premiumnetwork.com
THE ONLINE ADVERTISING NETWORK



Received on Mon Apr 23 2001 - 10:47:51 CDT