Pay-To-Play: Let’s Count The Ways

May 21st, 2008 Posted in Developing Your Pay-to-Play Strategy

There is more than one way to pay to play. But I’d definitely recommend including this strategy in your marketing plan. When it comes to paying for clicks, there are different products you can purchase and different providers that you can turn to for your services. Here is a list of ways that you can pay to play:

  • Pay Per Click - The most popular pay-to-play plan is pay per click. With pay per click advertising, you bid on click prices for your keywords. Your placement in the advertising line-up is based on a quality score that is based on your bid, the quality of your landing page, the quality of your ad, and some other factors. The leader in the pay per click advertising world is Google, but Yahoo! and MSN Live also have solid footings.
  • Pay Per Call - Pay per call allows you to tap into the mobile marketing market. This is a great tool if your customers are likely to come to you while on the run or if you have a high number of mobile phone users who do business with you. Leaders in pay-per-call include Google, Ingenio, Superpages, and Citysearch.
  • Pay Per Video - Pay per video has yet to gain a large following, but it’s picking up speed. Currently, Google has the best prospects for leading in this marketing, however, it remains to be seen who will emerge as the leader in pay per video.
  • Pay Per Action - Pay per action allows the advertiser to choose what action he wants to pay for. You can choose to bid on leads, page views, opt-ins, sales, or any action. The introduction of Google Conversion Tracking allows this better than any other service at this time, but who can see the future?
  • Print Ads - Google has added into its Google AdWords service a way for advertisers to track their print advertising efforts. This is a great service for local advertisers who want to reach a targeted local market, but you can also use it for national print campaigns.
  • TV Advertising - Google has also introduced TV ads and this works much like the above-mentioned print advertising tracking.

Pay-to-Play strategies are growing daily and the opportunities are increasing as well. To find out more on how you can get involved, take a listen to my webinar all about Pay-Per-Click and Sponsored Listings. You’ll be glad you did!

-Written by Susan Sweeney 

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