Pay for performance advertising
Encyclopedia
Pay for Performance Advertising, or PPP, is a term used in Internet
marketing to define a popular pricing model whereby a marketing agency will receive a bounty from an advertiser for each new lead or new customer obtained for the advertiser through the agency's online marketing efforts. The agency creates advertising campaign
s and promotions to convert the maximum number of new leads or customers and gets paid for its work only when a new lead or a new customer is passed on to the advertiser.
PPP advertising became popular with the advent of the World Wide Web that allows real time measurement of an advertising campaign's ROI (return on investment). It has reversed the traditional value proposition of advertising whereby an advertiser is required to pay for the creative work of the advertising agency and the media first regardless of the return on investment of the campaign. In the PPP model, the onus is on the agency to create a performing ad campaign that converts into good leads or customers if the agency wants to receive payments from its client. In contrast with traditional advertising pricing models, the advertiser pays the agency only after having collected the revenues from its customers' purchase orders and not before.
Pay for Performance needs not to be confused with pay per click
(or PPC), which is a pricing model on the Web in which the advertiser pays when an Internet user clicks on its advertisement and visits its site. PPP is generally risk-free to an advertiser whereas in a PPC campaign the advertiser takes the risk of the conversion rate between a click, a visit and an actual lead or sale.
Internet
The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...
marketing to define a popular pricing model whereby a marketing agency will receive a bounty from an advertiser for each new lead or new customer obtained for the advertiser through the agency's online marketing efforts. The agency creates advertising campaign
Advertising campaign
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication...
s and promotions to convert the maximum number of new leads or customers and gets paid for its work only when a new lead or a new customer is passed on to the advertiser.
PPP advertising became popular with the advent of the World Wide Web that allows real time measurement of an advertising campaign's ROI (return on investment). It has reversed the traditional value proposition of advertising whereby an advertiser is required to pay for the creative work of the advertising agency and the media first regardless of the return on investment of the campaign. In the PPP model, the onus is on the agency to create a performing ad campaign that converts into good leads or customers if the agency wants to receive payments from its client. In contrast with traditional advertising pricing models, the advertiser pays the agency only after having collected the revenues from its customers' purchase orders and not before.
Pay for Performance needs not to be confused with pay per click
Pay per click
Pay per click is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market...
(or PPC), which is a pricing model on the Web in which the advertiser pays when an Internet user clicks on its advertisement and visits its site. PPP is generally risk-free to an advertiser whereas in a PPC campaign the advertiser takes the risk of the conversion rate between a click, a visit and an actual lead or sale.