RE: Pay-Per-Click Question

From: Michael Ehlenberger <michael_at_premiumnetwork.com>
Date: Tue 01 May 2001 10:22:10 -0500

JUSTIN W. HITT <Justin.Hitt_at_hittpansophism.com> WROTE:

>Personally, I would recommend staying away from
>pay-per-click and work on a pay-per-lead or
>pay-per-sale where you have a better mechanism for
>tracking. You really want your site to be cached, but
>the better your cache'ing the less information you have
>about your visitors. With a pay-per-lead or sale you
>have someone who makes a definite transaction, you pay
>more, but the counts are more reliable.

In most cases, pay-per-lead (CPA) does not afford the
advertiser the opportunity to target their audience.
The advertising is almost always put on the worst sites
with the most excess inventory. Having said this, if
you work with a reputable network (like us!) we will
make sure your message is being delivered to a highly
targeted audience AND provide you with accurate
numbers (to compare to your own).

Ultimately, you will end up with better performance and
more exposure. Keep in mind that the exposure factor
(ie branding) is still highly valuable! Also know that
most publishers despise CPA advertising and don't believe
that the onus should be theirs to make your service or
widget sell. They are experts at what they do, build
content to capture audiences.

I can tell you that from our own experiences, and those
that have been related to me that CPA placements are not
as effective as a well managed CPC buy.

All the best!

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 Tue May 01 2001 - 10:22:10 CDT