May
10
What is PPV Advertising?
I worked at a company that invented what is currently called PPV (pay per view) advertising. We created what was called CPV advertising, or Cost Per Visitor. It’s the same thing, just another way to say it. We basically referred to it from the selling side and not the advertiser’s traffic buying side.
Pay per view advertising, as I have seen it, is referenced to adware networks that are selling you an impression from a pop to one of their users. Depending on the network you are buying from this can range from downloadable games to search toolbars. The user is then delivered directly to the website of your choosing, normally based on keywords or url’s.
The main premise behind PPV advertising is that you are delivering an advertisement to a user when they are in the mood for the keywords you have purchased. For example, if you own a website that sells replica Nike shoes and you target a keyword like “Fake Nike Shoes”, then the user searching for that and then seeing your website is more than likely going to convert into a sale.
Choosing keywords is crucial to the success of your campaign with PPV 
advertising. A common issue with going from PPC to PPV is the thinking that you can just transition all of your keywords from your PPC campaign to your PPV campaign. This couldn’t be farther from the truth! With PPC you have bigger keyword lists and are looking for long-tail keywords that convert, because you are looking for low cpc’s to capitalize on. With PPV you want to start off with a small list of well targeted keywords and then expand from there into a bigger list.
All of the PPV networks are based on a bidding system, so track what works for you and capitalize on those keywords. Bidding wars on keywords can get really crazy, but if you know the exact profitability of a keyword for you, than you will know what makes sense. Don’t outbid someone just to outbid someone, do it sensibly and you’ll start raking in the dough.
The different PPV networks will vary on their targeting abilities, so ask the network how their software works before spending your hard earned money. This will definitely allow you to make the right decision on which network to spend your money with. The differences can be slight, but the results will be noticeable. The network that I worked for allows both keyword and url targeting and is based of the actual software being able to trigger off those specific terms. Other networks will take your keywords or urls and do category targeting. For example, if your keyword is specifically “match.com”, they may just throw you into the “dating” category. While this might seem ok, the category targeting is far inferior. Now, there is one exception to the rule…if you are paying a lower CPV for the category traffic than cool, but make sure you have a clear answer from the PPV network on exactly how they work.
That’s all for now, I’ll tackle more PPV stuff in an upcoming post…
