CPA Networks in Internet Marketing Mix
Internet marketing includes a lot of different types of activities, it is not just SEO, not just PPC or display banners; a proper Internet marketing strategy would in most cases involve a strategic mix of the various avenues through which a product or service can be promoted on the Internet.
These days we often see companies and individuals coming up as “SEO specialists” or “PPC consultants” while they are definitely good for businesses that have limited budgets and are looking to work on any one of these aspects, what about the businesses that needs a more comprehensive Internet marketing plan ?
I think the only answer for such clients is to go to a dedicated online media agency that can offer all the services right from web design to seo, PPC, SMO, display advertising, CPA networks together under one roof.
There are many such agencies offering the services, however, while working with agencies it is important from the client’s aspect to ensure how the agencies work would contribute to its top line and PPC and CPA ad networks are probably the most effectively measured options for this.
In UK, I am aware of this company, Status Media who actually offers all digital marketing services but specializes in working with CPA advertising networks and that has been one of the key reasons for their success. CPA ( Cost Per Acquisition ) ads are extremely effective for clients because they pay only for the leads they obtain and they don’t need to bear the additional cost of marketing that has not yielded any results.
Google did start offering a PPA ( Pay per Action) service through their Adwords program in 2007 but after their integration with DoubleClick in 2008, they retired the program and instead launched a CPA option based on their Conversion optimiser and Google Affiliate Network.
SEO is definitely one of the most sustainable and profitable ways of Internet marketing in long run however, it often requires some initial investment. However, for those businesses that are looking for more cost sensitive option and relatively faster results PPC ads and CPA networks are probably the best option.
Great article, Saptharshi!. Keep it going. I think we need a few verticle markets in India. What do you think?
Hi,
This is an interesting perspective. Thanks a lot for sharing this useful information.
Internet has surely played an important role in promoting most of the products in a better way for huge number of audiences. But still strategic marketing is very much required to keep the profits race going on. There is a huge selection of internet marketing tools available online. The quality internet marketing will mostly depend on what type of tool you select and how far it matches your product.