I’ve been hearing a lot about PPV lately. Basically it’s been around for years but I have never heard so much talk about it as I do now. It very well could be the next frontier as a traffic source.
What is PPV Advertising?
PPV advertising stands for Pay-Per-View. When people hear that they automatically think it’s the same thing as CPM (Cost Per Thousand Impression) advertising. It’s not! Pay Per View means you pay every time your landing page is viewed. Although that sounds like PPC it’s different because to view your landing page no one is clicking. Your landing page is appearing in a popup.
How Does Someone See A PPV Ad?
PPV ads are typically served as a result of adware being installed on a users computer. If you advertise on a PPV ad network you are essentially advertising within adware. When the user takes a specific action within their browser, such as searching or going to a URL, a new instance of their browser opens up with your landing page in it. You are charged every time this happens.
So How Does PPV Work From An Advertisers Perspective?
PPV works similar to Adwords. You input a destination URL and then you bid on either keywords or URL’s. If you are bidding on the word ‘dirty banana’ and the user goes to google and searches for a ‘dirty banana,’ a new instance of their browser will open and your landing page will display in front of the window they were using to perform their search. If they are interested, they continue on your landing page and hopefully perform the desired action, if not they close the window.
What Does PPV Cost?
In most cases it costs .015 – .02 cents per view.
PPV is not better or worse then PPC or CPM, it’s just different. You need to keep in mind, WHY the users are seeing your ads before you start a campaign because their intent could be wholly different then that of users clicking PPC ads. This ad style is much more intrusive. You have the option of setting a frequency cap of how often the same person sees your ad. You may want to utilize this so you don’t annoy the piss out of someone by showing them your ad time and time again.
I will probably be posting some small PPV case studies, so stay tuned.