Pay Per View Advertising – What is it?
In the world of affiliate marketing, success is entirely dependent upon attracting visitors to your Website, landing page or sales page. Without traffic, you’re not going to make any money. I’ve written a lot about getting traffic through search engine optimization, or SEO, but I haven’t spent a lot of time talking about paid traffic, or the methods for obtaining it. That’s partly because I don’t use paid traffic much, but it’s also because I imagine that most of the visitors to my site are on a budget. Still, I try to cover everything, so today I’m going to write a post about pay per view advertising, or PPV advertising, as it’s commonly known.
Pay per view advertising shouldn’t be confused with pay per click advertising, which is similar, but works in a slightly different way. With pay per click, you’re typically running ads with a search engine, such as Google or Bing, and the ads will appear on their search results pages. When someone searches for something using one of those search engines and they search for a keyword you’ve tied to your ad, your ad will appear next to the search results. If they click on the ad, they’ll be taken to your site. I don’t really write much about pay per click advertising, but Cheryl Aitken at Premium IT Solutions has a great article about it if you’re interested.
How Pay Per View Advertising Works
With PPC, you need to get someone to click on a text ad in order to see your sales page, which will generally have attractive, appealing graphics on it. With pay per view advertising, you will actually have the opportunity to put the graphics directly in front of the customer, giving them something far more appealing to click on. Even better – pay per view advertising tends to be less expensive than pay per click, and often by a significant margin.
To use pay per view advertising, you don’t work with the search engines, but instead work with companies that specialize in this exclusively, such as Traffic Vance, Clicksor, or Direct CPV. They offer the advertising medium to your potential customers in the form of downloadable software. These products are typically games, though they can sometimes be offered in software of other types, such as some sort of productivity tool, such as a toolbar for a Web browser. These software programs are given away for free, with the stipulation that those downloading the software must agree to view advertising.
When a user downloads and installs the software, the software connects over the Internet to the advertising network. When the user is surfing the Internet and does a search for something, the software they’ve downloaded checks with the ad network to see if there are any advertisers who have bid on that keyword. If so, a popup will appear on the user’s screen, in front of their search results, showing them an ad for a product that is somehow related to the term for which they were searching. Since the search term and the ad are related to one another, and since the ad is presented in the form of a graphic, rather than a text ad, people using pay per view advertising can often get better results than by using PCC advertising alone.
Pay per view advertising may seem sleazy or unethical or even spammy, but it’s perfectly legal. These ads are not shown via malware; they are shown as a result of the user voluntarily choosing to download a software product that they are free to uninstall at any time.
Advantages of Pay Per View Advertising
There are a few benefits to using pay per view advertising, especially when compared with pay per click ads:
Cost – Pay per click ads can cost many dollars per click, but pay per view advertising clicks are often priced in pennies, and sometimes, even a fraction of a cent. This allows advertisers to reach far more potential customers for their money.
Greater visibility – With a PPC ad, the user may or may not even see the ad when they do a search. With pay per view advertising, they can’t help but see it, because it’s going to be displayed right in the center of their screen and in front of their Web browser.
Highly targeted ads – Ads used in pay per view advertising can be keyed to particular keywords or phrases, but they can also be targeted to people visiting specific Web pages. If you’re promoting a video game, you could set your ad to pop up if someone tries to visit the Website for a competing product.
Lower competition – Far fewer people use pay per view advertising than PPC, so costs are lower and you’ll have fewer people competing against you. Ads are shown on a bid basis, just like with PPC, but there are generally far fewer people bidding.
Disadvantages of Pay Per View Advertising
There are a few disadvantages to using pay per view advertising. The system is good, but not perfect.
Smaller audience – Your ads are only going to appear to people who have downloaded software from the particular network you’re using, so your ads have a smaller potential audience than for other ad methods.
Bidding is important – With PPC, ten ads might appear on the page. With pay per view advertising, only one ad will be shown at a time, and while the ads do rotate, the high bidder for a given term or keyword is going to receive the majority of the traffic.
Advertiser issues – Pay per view advertising is often used with CPA offers, but not all advertisers permit the use of pay per view advertising. Check with your account rep before running these types of ads.
Cost – While the cost, on a per-click basis, of pay per view advertising is fairly low, the barrier to entry can sometimes be high, with at least one network requiring a minimum $1000 deposit for new advertisers.
Pay Per View Advertising Summary
While all products can be sold via advertising, not all forms of ads work equally well with all products. Still, for individuals who are interested in affiliate marketing, pay per view advertising can offer a cost-effective method of reaching targeted consumers at a fairly low cost. It’s not suitable for all situations or all products, but it can be a useful tool to have in your marketing toolbox.