No need to say that there are many ways of advertising a website. In the world of digital marketing, advertising rates can be broadly grouped into ‘Pay Per Click’ (PPC) and ‘Pay Per Thousand Impressions’ (PPM). The difference between these two charging methods is that for PPC, you only pay when someone clicks on your banner ads, as compared to you paying whenever your ad banner is shown for PPM. Here we will examine how to advertise your website using these two methods.
Pay Per Click Advertising
In most cases advertisers usually prefer Pay Per Click advertising. Here are a few reasons why PPC is a more popular option.
- As mentioned you are only charged when your ad banner is clicked. And this action would then drive the user to your website where he / she can purchase your services or product.
- If someone sees and clicks on your advertisement, it means the user is interested in what he or she sees. Meaning there would be a higher chance of purchase when the user lands on your website.
- Very measurable as you can track the number of clicks, the cost of each click, and how many sales were derived from this campaign.
The cost for each click varies between anywhere from $0.20 to over $5.00.
The price depends on the placement of your ads and the type of industry you’re in. For example, placing your ad banner on a lesser known site would be much cheaper as compared to a placement on Yahoo.com or BBC.com.
Digital marketers usually go on a PPC campaign if there’s a very measurable objective, for example if the objective is to drive sign ups or purchases. PPM campaigns are usually chosen for brand awareness as you aren’t focused on the number of clicks you get, but number of times your ad banners are being displayed.
PPC marketing is extremely effective as there is very little wastage (in terms of target audience) compared to other forms of marketing such as above the line marketing like newspaper ads. This is just one of the many advantages digital marketing has over traditional offline marketing.
Pay Per Thousand Impressions Advertising
Setting up a website to only find out that no one is visiting can be a bummer. Then you ask yourself, how can I get visitors to my site? For many website owners getting traffic to it can seem like a huge task. There’s a remedy for this. Paid advertising can get visitors to your site very quickly! Sure, search engine optimization (SEO), email marketing, or social media marketing (SMM) will certainly drive traffic, but it could take weeks before your site gets a serious influx of visitors. A simple, but effective way to get traffic fast is through pay per impression (PPM) advertisement.
Pay per impression or PPM is a method of advertising for which a fee is paid. Paid searches allow advertisers to place ads that are able to be seen without having to spend unnecessary time organically obtaining first page results. Ads are usually positioned near the upper part of search engine results pages (SERP) or close to related web content such as ezines, articles, and on social media sites. Many advertisers believe that it is a cost effective and an efficient way to increase traffic to their website.
When you use PPM advertising, you will pay for each impression (usually based upon 1000) that your ad receives. As such, no action is required by the person seeing the ad for there to be an associated cost.
Some pros, cons, and benefits of using PPM:
Pros of PPM
- There’s a set price.
- There’s no bidding on the number of times your ad will be displayed and no need to compete with other advertisers.
- The number of times your ad displays is set allowing you to reach a larger audience (Typically 1000 impressions).
- The ability to advertise on several websites over a specific amount of time (determined by your budget).
- Can easily achieve brand awareness.
Cons of PPM
- Some Internet marketing companies may have a preference for pay per click (PPC) vs. pay per impression (PPM) due to not knowing what number of impressions will be converted into actual sale.
- Higher risks are involved since you would need to track impressions that will actually convert into traffic driven to your website.
- Takes a great deal of effort to get traffic to your website.
- May not be cost effective because of not knowing how many of PPMs essentially convert into an actual sale.
Benefits of PPM for Online Business
- Pay per impression (PPM) is a great place to start for newbies with a small budget.
- It creates brand awareness at a low cost.
- Your ad is highly visible to a large audience.
- Many networks will optimize how many times your ad gets seen by your target audience.
- It has the ability to draw visitors even if the ad isn’t clicked (Attention Grabbing Ads).
- You only pay for how many times your ad appears (not clicked).
- The amount of money spent depends on the popularity of the site.
PPM is a different form of online advertising. Even if you’re just starting out and have a small budget, using pay per impression (PPM) as a way to advertise online is a great way to start.
Was this article helpful to decide how to advertise your website? Don’t hesitate to leave your thoughts in the comments!