Pay-per-view networks are not all the same. This is an important element in designing a successful PPV marketing campaign. PPV networks are built around Internet users who have given permission for ads to be displayed when they search for keywords or visit URLs.
PPV networks are made up of Internet users who have agreed to install PPV software on their PC in exchange for the ability to download other software. That’s why PPV popups are called permission-based marketing.
Depending on the network you choose, the possible demographics of your target audience will vary. For example, if the network was built from Internet users looking for information on debt relief, it will have a very different network audience than if the network was built from Internet users looking for auto parts.
You must ensure that the network audience you are considering represents an appropriate age group, income level, and interests for your products and services.
For example, if you are promoting expensive jewelry, you may not reach a suitable audience if you choose the network based on debt relief. People who are heavily in debt may not be the best audience for the keyword “diamond jewelry.” You may find that the keyword “diamond jewelry”, although a popular search term on search engines in general, has a very low popularity on this PPV network. On the other hand, “discount jewelry” or “affordable diamond jewelry” might be a better option.
Understanding the target audience for PPV traffic within the network you are using will help you design a successful PPV traffic campaign.
Most PPV networks allow you to target PPV traffic by URL and/or keywords. When someone on the Internet visits the URL or searches for the keyword you’re targeting, your ad appears. Many PPV marketers like to target URLs in the belief that they generally convert better than keywords, adding keywords only when the initial campaign is successful. This is of course a matter of choice and success will vary depending on the nature of your campaign.
To identify the URLs you can target, start by going to Google, Yahoo and Bing and typing in the appropriate search terms to identify potential URLs to bid on. You can choose to select URLs that represent your competition or URLs that offer complementary products or services to your site. For example, for your diamond jewelry site, you can use URLs that also sell jewelry, or you can target wedding planning sites, anniversary gift sites, and Valentine’s gift sites.
You can identify URLs from search engine results and AdWords results. Select 40 or fifty URLs to target initially. This will give you a good sample to determine if the campaign has any conversion potential. You can always add more destination sites or remove some URLs as you start to see results.