Cost-per-click Banner Advertising

February 13, 2012 Published by ontarget

3 blocks with C, P, C

Now we can purchase online advertising with a cost-per-click (CPC) model.  We don’t worry about the targeting side because the vendor takes on the risk.  They only get paid when someone goes to your website.  You might get millions of impressions and just a couple of clicks but that’s where you win.  The network will quickly figure out what people click and will automatically optimize to give you as many clicks as possible. BUT WAIT THERE’S MORE!

We all know that online advertising provides the most cost effective awareness generation of all media channels.  Due to it’s targeting capabilities and extremely low CPM (cost per thousand impressions) there’s virtually no waste.  Heavy ad frequency to those prospects that line up directly with your best customers.

No, not a Ginsu knife or an orange squeezer.  Once we run for about 30 to 45 days under the CPC model we can switch to a CPA (cost per acquisition) model.  This means you don’t pay for the add unless you get a lead or someone purchases something.  How great is that.  If the dollar amount for that lead is below your typical lead cost you’ll just want to keep feeding the machine while it spits out leads/sales.

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