Imagine if you could hand-pick competitor’s sites and then have your landing page/ad open up right in front of the visitors’ eyes when they went to any of those web sites.
Talking about pipping someone at the finish line!
This is just one of the advantages that pay-per-view (PPV) marketing has over pay-per-click (PPC) marketing.
In fact, there are a number of reasons why PPV marketing might be your cup of tea:
- You can target precisely, even to the point of singling out specific web sites to target eg. If you were marketing insurance, you could display your ad in front of geico.com
- It’s relatively cheap – pay-per-view bids are often far cheaper than pay-per-click bids
- You can reach millions of people that you may not get in front of otherwise
- This target audience has specifically opted-in so they are more receptive to the offers
- There’s no such thing as a Quality Score rating
- And for affiliate marketers, there is nothing to prevent you direct linking to a merchant’s landing page if you wish
- You can reach different target audiences beyond Google and other search engines
Now, I’m not saying that PPV marketing takes the place of PPC marketing – not at all.
While I love PPC marketing as a means to target potential customers in volume – it’s not the be-all-and-end-all. No search engine is.
There are other advertising networks out there, with other customers whom I’m not going to reach through Google AdWords, however high my Quality Score and bid prices are.
This article is for those of you who want to place their eggs in more than one basket, and perhaps save some money in the process. Let me introduce you to PPV marketing…
What is Pay-per-view Marketing?
PPV marketing expands your reach into PPV networks that have target audiences in the millions, all of whom have agreed to be shown ads in context with what they’re looking for.
However, it works quite differently to search engine marketing, where the audience is comprised of searchers and web surfers.
A PPV network is comprised of advertisers and target audience, with the PPV network then giving advertisers a means to connect with their target audience.
How it works is that a person downloads software from a provider in exchange for freebies, eg. games, toolbars, screensavers, shopping tools, emoticons, ecards.
This is more commonly known as Adware, but not to be confused with Spyware, which doesn’t have the user’s consent and is usually nefarious or even harmful to the person’s computer.
Adware is not harmful and it’s permission-based, so users ‘opt-in’ so to speak. Because they’re aware of being presented ads, it’s not as intrusive as advertising to someone without invitation.
Also, because the ads are targeted contextually, they usually appear when the person is on a related site or looking for related keywords. It’s a “if you like this, you might like this….” concept of advertising.
Once a person downloads the Adware, they are then part of the PPV networks target audience, and potentially yours.
Who should try PPV Marketing?
I mentioned affiliate marketers just before, however PPV marketing can be used by both affiliate marketers and direct marketers.
PPV marketing is not always suitable for all products and services, although finding out usually requires some testing on one or more networks.
If you’ve got an offer that can be piggy-backed onto another relevant site, again along the lines of “if you like that, then you may like this”, then PPV marketing could be worth a trial.
What type of targeting can you do with Pay-per-view Campaigns
There are usually four different ways you can target an audience (depending on the PPV network):
- Keywords – specify the keywords relevant to your offer, and what the user may be searching for
- URLs – list the URLs of sites that you want your ad to appear in front of
- Categories – specify the category of site that your product may be relevant to, eg. Shopping
- Run of the network (RON) – very broad approach that markets to the whole network (not usually recommended)
For the uninitiated, I’d recommend starting with URL targeting, then once you’re proficient, expand onto keyword-targeting and maybe category-targeting, depending on your offer.
URL-targeting is one of the most exciting capabilities with PPV marketing. Here’s a scenario of what you can do:
Let’s say you’re marketing travel insurance – you could:
- Compile a list of keywords relevant to travel insurance and people looking to travel – create a keyword-targeted campaign for anyone searching on those keywords or visiting contextually relevant sites
- Create a broader category-targeted campaign based on Travel and Accommodation
- Compile a list of URLs, then create a URL-targeted campaign
- These URLs could be competitors’ sites or similar sites to your offer eg. travel insurance sites. They could also be sites where people would go that would be interested in what you have to offer, eg. people making travel bookings may be interested in travel insurance
- By choosing the top ranked free and paid listings on Google, these are likely to be sites that are highly trafficked, highly relevant and successful
- When any of those travel web sites are visited by someone who’s joined to the PPV network, your ad or landing page appears in front of them
- Eg. a traveller visits www.insuremytrip.com or www.tripology.com and is also presented with the option of your web site
- Conversion rates can be higher with URL-targeted campaigns because you are offering them another product that is directly relevant and helpful to what they’re looking for
NB: Porting PPC campaigns from your search engine accounts is not recommended. Treat PPV marketing as a different beast, with different research, ads, campaign set-up, reporting and tactics required.
How do you sign up as a PPV Marketer?
PPV Networks are very similar to PPC networks, although usually there’s less to fill out.
You can sign-up by going to the home page of the network, then clicking on the registration link. You’ll then be able to fill in your business details, billing details, initial deposit if required and occasionally provide proof of identity.
With many networks, you can be signed up and good to go within a matter of minutes.
Different Pay-Per-View Networks
Here are some of the main networks to check out for your campaigns:
TrafficVance serves ads to people who’ve installed their Game Vance software, so it can be successful for the younger demographic, although the vast majority of their 50 million or so users are aged between 25-44.
According to TrafficVance, the majority of users earn in excess of $100+ a year, have a college education and are married with kids, most of them are also online every day. You can also target international traffic.
It is one of the most popular PPV traffic sources due to the audience size, so the competition and the bid prices are a little higher than the others (although still lower than PPC bids).
The user interface is more developed than some other PPV networks, with customer service to match. The main downside is that you are required to open an account with a minimum of $1,000 deposit.
Media Traffic serves ads to people who’ve installed their Vomba screensaver product.
Traffic volumes and correspondingly bid prices can also be higher, though generally not as high or as competitive as TrafficVance. This is a slightly older demographic to TrafficVance as well as being US and international. The initial deposit is lower, currently only $200 to start advertising.
LeadImpact (formerly Zango)
Lead impact is another of the bigger networks behind Traffic Vance. For the traffic volume, the bid prices aren’t too bad. This targets an older demographic of 35+ with a majority being female. The minimum set-up deposit for LeadImpact is $200, the same as Media Traffic.
AdOn gets serves ads to people with the My Geek Shopping Toolbar installed. It has lower traffic volume, and accordingly cheaper due to less competition. Ads are also shown in pop under windows, rather than pop ups and you’ve got different options besides pop-unders, such as banner ads, full page ads and search listings.
DirectCPV are still a growing network, currently 12m strong, mainly from the US and Brazil, although other countries are steadily growing. The traffic volumes are on the increase and the bid prices are quite good.
The new interface and the tools available are also a lot friendly. DirectCPV only requires $100 deposit to get started.
Linksador is currently in beta phase, so it’s quite a small network, but it’s one to watch. There’s not a huge amount of traffic at the moment, which is not usually an indicator of how well a network converts.
This does mean that there’s not a lot of competition either at the moment and the service and approvals are faster.
Adoori is another growing network that offers pop-unders and contextual advertising. It’s fairly cheap with some good starting packages. You can target by keywords,URLs and geographically because they have an international user base. The minimum deposit is $100.
The following networks are commonly referred to as pay-per-view, however they work slightly differently to the traditional PPV networks listed above. Instead of serving ads based on Adware being installed, they serve ads based on the publisher’s web site content.
Each of these networks offers a variety of different ads, ranging from text, banners, toolbars to simply opening your landing page directly in front of the viewer.
- Pop-ups – these aren’t the usual garden-variety pop-ups. A new browser window is actually opened on top of the web site, usually contextually based when a match is made between the user’s browsing location and your targeted keyword, category or URL. Pop up blockers don’t stop these due to the technology used.
- Pop-unders – while they sound similar to pop-ups, pop-unders appear in your bottom tab where the “Start” button is, so it appears like a minimized window. A person might bring it up straight away or later on.
- Banner Ads – size may vary for display ads across networks.
- Full Page Ads – this could be an ad or your landing page opening in front of them.
- Text Link Ads – these are simply text ads that link to your landing page.
- Custom Sliders – These are like pop-ups, but they slide in from a particular area on the page. The user can then click on it or if they don’t, it disappears are 30 seconds or so.
- Toolbar ads – custom toolbar ads.
- Mobile Ads – ads specifically for mobile devices with full html browser capabilities.
- Inline Ads – these are hyperlinked keywords within the text, that then open to an ad.
This adds a new element to split-testing, because not only will you be testing different ad copy, you’ll be monitoring which types of ads perform the best for you on each PPV network.
Tracking, Testing & Optimizing PPV Campaigns
Each PPV network and campaign should be tested on its own merits.
PPV Networks have their own reporting, which can vary in quality. For any marketing, it’s great to have an independent report that gives you the conversions vs spend, so you can measure ROI properly.
Ideally, you also want to see which ads and landing pages are performing the best, so you can improve your PPV campaigns. Similar to PPC, you want to keep increasing views, click through rates and conversions.
Pay-per-view networks do allow you to insert tracking tokens in your destination URLs, so if you’re already using another tracking tool, it’s usually easy to integrate.
Different PPV networks will perform better or worse for different offers that you promote. Eg. some offers perform well on Lead Impact, but the same offer loses money on Media Traffic.
Success or failure on one network, doesn’t mean you’ll get the same result on another network. Each network has different software installed by different users and new people for you to market to. However, please test each network on its own merits.
To optimize your PPV campaigns means adjusting your targeting. For example, you could:
- Try another demographic
- Try a different network
- Change your frequency capping
- Cull the targets (either keywords or URLs) that don’t work and more aggressively promoting those that do. If you see URLs that are getting loads of traffic but not converting then get rid of them.
- Use a different landing page – Direct linking the landing page or dedicated landing page (depending on what was tested)
Similar to Google’s Content Network, you can take the most successful URL/s, create a dedicated campaign for that URL, then create ads and landing pages targeted for that site, to increase your conversions yet again.
Pay-per-view Marketing with SpeedPPC
Because many PPV networks offer a bulk upload tool, you can use SpeedPPC to smoothly and quickly upload your pay per view campaigns.
SpeedPPC has a list of established PPV campaigns that you can target, and if you come across any more that aren’t listed, you can easily create a custom output to suit that particular network as well.
PPV marketing is new to SpeedPPC version 4.5, so SpeedPPC members should check out the Members Area for the tutorial video on how to create four PPV campaigns simultaneously and save even more time!
PPV Marketing Summed Up
If you’re already familiar with PPC networks, you’ll adapt to PPV marketing very easily.
Pay-per-view networks can be a very exciting and profitable medium to market through. Just remember that each network is very different, and more so than different search engines.
Test carefully and measure your profits, comparing different networks (audiences), different ads and different landing pages to find the sweet spot for your offer.