"Banner"
pay-per-click programs refer to pay-per-click ads as
traditionally known. Ads are displayed in a
rectangle and, as a visitor clicks on them, the owner of
the site gets a revenue-share of the revenue generated
by the click. Visitors do not have to buy anything
for the website owner to be compensated.
Compensation is strictly based on the number of (valid)
clicks generated.
As this
form of advertisement is easy to manipulate, it has
generated a lot of criticisms due to click frauds.
Click frauds can come in many forms:
A competitor of the
advertiser can click of that advertiser's ads to
increase his/ her advertising expenses.
A website owner can
artificially click on ads displayed on his/ her site
to increase his/ her revenues.
Competitors of a website can
click on that website's ads to "fake" the fact that
the website owner is committing click fraud in order
to have that owner banned from the pay-per-click
program. This latter situation is often
invoked by webmasters banned from the Web's most
popular pay-per-click program - Google's "Adsense."
The main pay-per-click
programs are:
Google's Adsense/ Adwords Program
Yahoo's Publisher Network
Program
MSN's Adcenter
Bidvertiser
WidgetBucks
Clicksor
Quigo
(AdSonar)
Kanoodle
Depending on whether you view yourself as a
publisher or an advertiser, the factors you will
consider when choosing the appropriate
pay-per-click program will differ:
WidgetBucks is a pay-per-click
program that differentiates itself from most other
similar programs by its dynamic look. As opposed
to most pay-per-click programs that show text ads,
WidgetBucks shows graphics and is pretty nice looking.
Another major claim made by
WidgetBucks is that their CPM ratio is $3-$6 compared to
$2 for most other traditional networks.
Bidvertiser is a second-tier
pay-per-click program and a good alternative for
webmasters who want to diversify their portfolio.
Google Adsense/ Adwords
The Google
Adsense program is for publishers and the Google Adwords
program is for advertisers.
Google Adsense
is the Web's most popular pay-per-click program for
publishers because it delivers targeted ads, which
translates into higher conversion ratios. Having
targeted ads also helps to maintain the credibility of a
site. Google has a strict policy against click
fraud and does not give second chances. This means
that once a publisher has been banned from the Adsense
program, that publisher cannot reapply.
Google Adwords
is also the Web's most popular pay-per-click program for
advertisers. One of its main weaknesses, however,
is that Google has too many spam sites in its network,
meaning that advertisers might sometimes see their ads
associated with sites they would otherwise not want to
be associated with. To remedy this problem,
advertisers can choose to advertise only on specific
sites or to screen out sites on which they don't want
their ads displayed. Another problem with the
Google Adwords program is that since it has a lot of
advertisers and since its rate structure is based on an
"auction" style, the more advertisers, the more
expensive it gets (also keep in mind that there is no
guarantee that the clicks generated will lead to sales).
Yahoo Publisher Network
The Yahoo Publisher Network ("YPN")
is the second most popular pay-per-click program on the
Web, but has come under a lot of criticisms lately due
to the fact that the ads that are displayed are not
targeted enough (a flaw in Yahoo's technology).
Another major downside for publishers is the fact that
the YPN is only open to U.S. residents. One good
side about their network compared to Google is that they
are more selective in terms of the publishers they admit
to their program, meaning that there are much less spam
sites that are part of the YPN.
MSN Adcenter
MSN's Adcenter is currently open
only to advertisers. Ads are displayed within the
MSN network of websites (i.e. the MSN portal and the MSN
search engine). Microsoft is in the process of
setting up a program for publishers.
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