Switching from pay per view to pay per click
In the past few weeks, I’ve talked to a number of publishers who had a remarkably similar story: advertisers are starting to cut their ad budgets, and as a result site owners see their ad revenue decline. Whether or not it is a good idea to reduce advertising budgets is not my call, only time will tell. But for site publishers, it’s a real problem.
In a series of articles, I’ll present steps publishers can take to act on this trend. You’ll see that the overall strategy is to reduce the risk for advertisers and to find ways of adding more value than just offering display advertising. In this first part, I will discuss switching from CPM to CPC campaigns (I’ll explain these terms below).
