With today’s technology and the fast Internet connection being made to everyone, no wonder marketing people are clamoring to be the king of this virtual world. Companies are scrambling to make their presence felt over the Internet where people now converge. It is the most practical place to do advertising because you can easily reach out to millions of people across the globe without spending a huge part of the company’s advertising budget. This is why Internet marketing service companies are popping up like mushrooms all over the place offering their services to companies who have yet to establish their presence online.
In the world of online advertising, there are two business models to choose from. One is pay per click advertising or PPC as it is often called and the other is pay per impression or PPM. The difference between the two is the mode of payment made as well as the mode wherein your advertisement is displayed. More often than not, Internet marketing service professionals go for the pay per click advertising as it can be more affordable especially for those small businesses who are just starting out their online media campaign.
How about pay per impression models? Surely there are those that would find this more useful for their campaign. Pay per impression is the case wherein an advertiser pays for a certain number of impressions or displays of his advertising line, which is usually by the thousands. It does not necessarily mean that the one seeing the advertisement would click on it but you are assured of the number of times that your ad line would appear.
Pros of getting PPM
- * You get to spend a set price and there would be no second-guessing when the time comes for you to pay.
- * You are assured of the number of times that your marketing message and there would be no need to bid for it and compete with the other advertisers
- * Your company can reach out to a larger audience because of the set number of times that your advertisement shows up. Usually this block goes by the thousand.
- * Depending on how much you are willing to pay, your advertisement will appear over several websites over a certain period making your brand awareness campaign easier to achieve.
Cons of getting PPM
- * An Internet marketing company would prefer PPC over PPM because of the fact that you are not sure of how much of those impressions will be converted into actual sale
- * It has a higher risk involved because you would have to track how many of those impressions are actually converted into traffic being driven to your website.
- * Increasing traffic that goes to your website would take more effort
- * It can be more costly in the end because of the low rate of return and how many of those impressions actually convert into a sale transaction for your website.
In the end, it is still up to the company whether to go for PPM or PPC. It is best to see what your goals are for setting up the website in the first place. From there you would know whether it is PPM that aligns with your company’s strategy.