NONE: Re: ONLINE-ADS>> Sites paying webmasters for visitors..
Re: ONLINE-ADS>> Sites paying webmasters for visitors..
Scott Southwick (scotty_at_liszt.com)
Fri, 16 Jan 1998 03:14:53 -0500
Mark Welch wrote:
>I think "pay-per-click" is a flawed payment model for
>BOTH parties in the transaction, in most cases. This
>type of advertising is subject to tremendous potential
>for abuse by the sites (e.g. "please click to get me ten
>cents", which generates a visitor who is NOT interested
>in the site content) and even outright fraud (by generating
>fake click-throughs). In addition, there have been
>dozens of vendors who have simply disappeared after
>obtaining millions of unpaid impressions (the best example
>is Memory.Net, which offered a hybrid pay-per-click
>plus pay-per-sale program, and which simply refused to
>pay the money it owed).
The quite-valid reasons Mark cites here really apply to the
spectacularly flawed "offer every site in the world a fixed rate"
model (which the original poster was indeed discussing), but not the
"pay-per-click" model in general -- at least, not moreso than with any
other ad model used for a deal between two reputable parties.
I used to hate the pay-per-click model on principle, and I still think
it's a wrongheaded way to price straight banner advertising. But it
does have one enormous advantage that we're growing to love at Liszt
(http://www.liszt.com/): it appears to be a genuinely superior way for
us to price a non-banner deal.
That is, with a click-based deal, we're able to mix in text links,
search forms, banners, icons, everything. Ordinarily, attempting to
price things like that would make my head spin. But with per-click
pricing, it's just one flat rate for everything. Since this
effectively gives us both more choices and more adspace, it's a
perfectly simple way for us to get "beyond the banner".
(Check out the search forms at the foot of any search at Liszt -- not
surprisingly, people are clicking on these like crazy.)
I suppose these advantages apply to "per-sale" deals as well, but
Liszt isn't about selling products.
>Ironically, many sites could profit more from selling space
>on a "pay-per-sale" basis than on a "pay-per-click" basis,
>if there is a close relationship between the theme of the
>site and the products or services being sold
But publishers also make more on per-click deals when there's a close
relationship...
yrs,
Scotty
Scott Southwick -- scotty_at_liszt.com
Author/owner, Liszt (http://www.liszt.com/)
Advertising at Liszt: http://www.liszt.com/ads.html
Direct E-mail Marketing at Liszt: http://www.liszt.com/directmail.html
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