November 9, 2007       (Updated from our June 18, 2004 article)

(Continued)

You could summarize the main benefit of PFP to one sentence: Pay for Performance search engines can almost guarantee the best deliverable: targeted traffic.

Here are Pay for Placement’s six most important advantages:

1. Ease in optimizing your ad copy and text
2. Hassle-free campaign launch and management
3. Ability to launch new campaigns at a click of the mouse
4. Generally inexpensive overall costs of your PFP programs
5. Contextual advertising enables better, more flexible visibility
6. Convenience of reaching a far greater and more affluent audience

Disadvantages and drawbacks of Pay for Placement
With the added features and benefits of PFP, you also need to know some of their basic limitations. Pay for Placement is getting very popular, so a lot of companies are now using them, which, depending on your specific industry, might prove somewhat challenging. The biggest disadvantage to PFP is the potential of online advertisers bidding on non-relevant terms, since it’s relatively easy for them to bid on hundreds of prime-time keyword positions.

If Internet users suddenly see a large amount of irrelevant search results pages that have nothing to do with their search, they might leave that search engine for another. This is exactly what PFP search engines are trying to avoid at all costs.

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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