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Forget Ad Sales - Sell Search! - page 2

PPC search engines offer many different advertisers to meet the needs of each user. So, by affiliating with a PPC search engine, you are granted access to thousands of advertisers. Your users get to choose not only what results they see (by completing their own search) but they also gain the benefits of being able to select the advertiser they want to visit.

The conversion rate from a highly targeted banner ad does not compare to the conversion rate from a highly targeted search term. In addition, your site visitors enter different search terms depending on their end goal (eg. purchasing a product vs. researching potential solutions to their problem or need). A distribution relationship with a pay-per-click search engine allows you to send users to the advertiser they want to visit. A banner ad, or any other form of online advertising, can never approach this level of granularity. And, as online advertisers continue to dump their online marketing dollars into search, the revenue potential from PPC search engine affiliations will continue to increase.

Do You See the Light?

Recently, two of the most visited content sites on the Internet announced that they'd each landed distribution deals with Overture, the leading pay-per-click search engine. Both ESPN.com and CNN.com have announced that they've selected Overture as their exclusive commercial search provider.

These major online brands understand that online ad dollars are being spent with PPC search engines, and have realized that any content site can get a piece of the pie by driving their user base to these search giants.

It's safe to say that if major online brands are happy to outsource ad inventory to PPC search engines, then it's something all Websites should consider.

Other Advantages for the Webmaster

Having access to thousands of satisfied search advertisers has many advantages. Each quarter, the CPC prices continue to rise. And when you sign up to be a distribution partner, you'll receive a revenue share based on the advertiser spend. As the CPC increases, so will your revenues. It's an easy way to benefit from this growing industry.

In addition, when you sign up to become a distribution partner, you don't have to worry about any advertiser issues. The PPC supports the advertisers, bills them, and sends you a single check for your work. You don't have to worry about getting many small checks, or spend time maintaining relationships with a raft of advertisers. The search engine takes care of all this for you.

Most importantly, you will be paid always, and on time. The current PPC model requires search advertisers to pay up front. Most other ad units are pay after placement, which can cause delays and frustration for the Webmaster. The fact that the money has already been received by the search engine means less likelihood that you'll have problems with payment. Moreover, the PPC engines are known for paying their partners on time every time. Why are they so diligent? Because PPC engines know they can't survive without their distribution partners. They also recognize the threat of competition: if they don't support their distribution network, their partners will have no qualms in switching to one of the many other PPC engines in the industry.

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