Pay-Per-Performance, The Newest Path To Surefire Advertising
Posted on September 19, 2000
by Kevin Nunley
Advertising used to be hit or miss. 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.
That created a problem for companies both large and small.
You could invest a lot of money before sales started
Now, the new crop of Pay-Per-Performance advertising
methods give you results or you don't pay. Instead of
paying to place your ad, you pay for each lead your ad
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.
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 search engines 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. If no one clicks on your link, you
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
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 price can be bid up to
several dollars per click.
Some top Pay-Per-Performance search engines are
GoTo.com, NetFlip.com, FindWhat.com, SearchHound.com,
and RocketLinks.com. Most require a $25 to $50 minimum to
Pay-Per-Performance banner advertising is also popular.
With banner response trending lower in recent years,
businesses are looking for ways around costly cpm
banner purchases that don't always get results. Services
like ValueClick.com and PennyWeb.com make you pay
only when someone clicks on your banner and goes to
This strategy works well when you develop an eye
catching banner that gets your target audience to click.
You can increase response by centering your banner
around a graphic that helps make your point. You can
also add moving animation to your banner to grab
attention. Be sure to keep your banner's file size down
for rapid loading.
The newest innovation in Pay-Per-Performance advertising
may well be the best idea yet. New CustomLead.com uses
innovative banner ads to collect the email addresses of
your target customers. 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
The great advantage to CustomLead's Pay-Per-Performance
advertising method is that it revolves around email, by far
the most popular feature of the Internet. While as few as
30% of the population surf web sites, almost everyone with
a computer at home or work uses email. 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.
Perhaps most important, Pay-Per-Performance lets you
focus your marketing plan on getting results rather than
just increasing awareness. Not only do people learn your
company name, you also get the guaranteed result of an
interested prospect seeing your full offer either at your
site or in an email.
Kevin Nunley provides marketing advice and copy writing
fast and at low cost. Read his 10,000 tips to promote your
business for $1 a day or less at http://DrNunley.com
See his full line of proven promotional packages.
Reach Kevin at firstname.lastname@example.org or 801-253-4536.