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Is PPC to CPA Dead?

Is PPC to CPA Dead?

The following blog post is a guest post by internet marketing expert Gauher Chaudhry.

With the recent banning of Google Adwords accounts, many CPA marketers are throwing in the towel assuming that sending pay per click (PPC) traffic to cost per action (CPA) offers is now dead.

Google Adwords has been cracking down on CPA and affiliate marketers and banning accounts that they feel do not offer a good user experience to their searchers.

These mass bannings started after the FTC introduced their new rules in early December 2009, to target marketers who were practicing deceptive marketing (i.e. flogs and farticles).

Many marketers lost their entire CPA businesses when Google Adwords decided to ban their accounts, but Google Adwords is not the only pay per click search engine in town.

Now Google Adwords does control a lion's share of the available pay per click traffic online, but there are many other sources of pay per click traffic that can be bought and in most cases at a much lower cost.

The other two major players in the PPC game are Yahoo Search Marketing and MSN Adcenter.  Although these two pay per click sources don't nearly have as much traffic as Google Adwords, in my experience they do have better conversions.  Since the competition is not as much I also pay a lower cost per conversion versus advertising on Google Adwords.

If you take Yahoo and MSN's search volume, they represent about 30% of the search volume done on the Internet.  This is still a sizable amount of traffic to profit from.

There are dozens of second tier pay per click search engines such as 7Search.com, Looksmart.com, Ask.com, etc. that can provide marketers with thousands of targeted prospects each and every day.

The problem with the second tier search engines is that they derive their traffic from a number of traffic partner sites.  This can results in a large number of fraudulent clicks from partner sources that are just out to steal click revenues.

These second tier search engines do not have the fraud technology that Google Adwords has, so it is hard to determine what clicks are real and which are fraudulent when they charge your account.

The key is to learn how to pass traffic partner IDs from second tier search engines so that you can have these fraudulent traffic sources shut off.  If you are disciplined enough to do this and can afford to lose some money up front to clean up the traffic, you will be left with decent converting
traffic at the end of this exercise.

PPC traffic in my opinion is still the best converting traffic because it allows you to screen your prospects with your ads before they click and you are charged a click cost.

If you want to build a thriving PPC to CPA business, never allow one PPC traffic source to be more than 25% of your traffic spend. Diversify your PPC sources so that when one source disappears, you still have at least 75% of your PPC traffic.

So in conclusion, PPC to CPA is very much alive with great potential, even if you don't rely on Google Adwords for PPC traffic.

*** About the Author ***

Gauher Chaudhry (@gauher) has been marketing online for the last 13 years and shares his PPC marketing insights at http://www.gauherchaudhry.com

Note: The author’s views are their own and may not reflect the views or opinions of Affilorama.

10 Comments Add your comment
  • Reply Paul Sunderland • 3343 days ago

    Hey thanks for the information Gauher. I will try using MSN more for PPC as I am sick of being slapped by google. I've had good success using Yahoo search marketing too. That's a good point you make about not allowing more than 25% of your traffic come from one source, although I tend to think if something is working, then why not ramp it up and squeeze as much money as you can out of it? Regardless of it it takes you over 25%. Great article thanks.

  • Reply Mohd Gadafi bin Sabli3343 days ago

    Great article!

    Owh i think there are typos in paragraph 5:

    "Now Google Adwords does control a lion's share of the available pay per click traffic online, but their (is this suppose to be "there"?) are many other sources of ay (i think this is "pay" no?) per click traffic that can be bought and in most cases at a much lower cost."


  • Reply Mark Ling3343 days ago

    Hey thanks for the typo notes I'll fix them up now. My fault, Gauher asked if I could typo proof it first.

  • Reply Kerry Jukes3343 days ago

    Great article and some good ideas to get into.

    But I know you will all hate me for saying this I think its good that google are cleaning up things a bit. I went to search something the other day just for some info for a client I was doing research and had to move on to Yahoo and MSN because I kept getting CPA/PPC marketers site with little or no information just selling.

    The other side of the coin, I noticed last time google did a little house keeping those who were sharp enough adjusted to the new google rules ended up making some good money.

  • Reply Yahia El-Maghraby • 3342 days ago

    So wise of you Gauher, as usual. This is one thing I learned from you: never put all of your eggs in one basket.

    One thing I alse learned recently after my free traffic sources changed their rultes several times: Consider organic traffic as a bonus. What you pay for is what you can build a business on. Free organic traffic is, in my opinion, for amateurs.

  • Reply John Domenico • 3341 days ago

    Hmmm... great advice on the opportunity to diversify with PPC and CPA. Sure adwords/FTC, etc was a lot easier years back. But anyone can make a sincere business if they want. Just image how the CPA networks would be if there wasn't.

    Just be honest with your lander pages. There are so many dishonest ads that these idiots are ruining it for as all - like those ads that are disguied as "newspapers" and all there is ads on with a story describing how a poor mum become a millionare. Anyone seen those?

  • Reply Acky Mori • 2792 days ago

    Excellent! article.. I'm learning about it now, just try and try until you succeed..

  • Reply Damien Henry • 2657 days ago

    I've heard that PPC can be very beneficial to an SEO campaign, but I don't understand WHY. Could you elaborate on that a bit, please?

  • Reply Kelly Callahan2447 days ago

    Google Adwords does not allow PPC ads for sites that have bridge links -- ie links to affiliate product sales pages. How are people using adwords if that is the case? Any help is appreciated! Thanks!

  • Reply daniel ortiz2404 days ago

    Sucks to see that Google is not allowing this :-/

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