Archive for category 'Online advertising'


Selling advertising in a downturn (part 3)

Measuring cost per action advertising

In the first article in this series, I suggested changing the pricing of advertising campaigns based on impressions to pricing them based on the number of clicks. And in the second article, I went a little bit further and argued that it might be even better to agree on a cost per action pricing scheme.

If an advertiser is considering ending an impression based or click based advertising campaign, a publisher could try to turn the relationship into a partnership by offering CPA (cost per action) advertising. In that scenario, the site publisher will get paid for a specifically defined outcome that the advertiser is aiming for.

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Online advertising |  Erik Geurts |  03 March 2009 |  3 Comments

Selling advertising in a downturn (part 2)

Moving to cost per action advertising

In the first article in this series, I discussed switching from CPM to CPC campaigns (see that article for an explanation of these terms). In this second article, I’ll go one step further than just getting paid for clicks, by introducing conversion tracking.

Advertisers don’t buy a campaign because they like the site’s publisher. Their business goal is to increase sales. While there is a place for just raising brand awareness, ultimately it’s all about bringing in potential buyers, presenting them an attractive offer for a product or service, and completing the transaction.

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Online advertising |  Erik Geurts |  01 February 2009 |  2 Comments

Selling advertising in a downturn (part 1)

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).

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Online advertising |  Erik Geurts |  25 January 2009 |  9 Comments

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