Pay per Performance, the newest Path to Online Marketing
Advertising initially used to be a hit or miss game. 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.
This started creating a problem for companies both large and small, who couldn't invest a lot of money before sales started coming in.
Now, the new pick of "Pay-Per-Performance" advertising model gives you instantaneous results. 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 obtained.
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 can be of three kinds, namely -
Search Engine Advertising Pay-Per-Performance search engines like Google, Yahoo 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. The pricing is simple, "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 prices can be bid up to several thousand's per click.
Banner Advertising Pay-Per-Performance banner advertising is also popular. With banner response trending lower in recent years, businesses are looking for ways around CPM (Cost per Mile) banner purchases that gets higher results.
This strategy works well when you develop a product and you need your target audience to click and can even increase responses by centring your banner on a graphic that helps you make your unique selling point.
Email Advertising The newest innovation in Pay-Per-Performance digital marketing is the email which may well be the best idea yet, wherein 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. 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.
Most Importantly, Pay-Per-Performance digital marketing lets you focus your marketing plan on getting results rather than just increasing awareness. Not only do people learn your company/brand name, you also get the guaranteed result of an interested prospect seeing your full offer either at your site or in an email.
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