Archive: this article was published in 2011; networks, prices, and interfaces may have changed. The basic format is explained in What Is PPV Traffic?.
When choosing an offer and then deciding whether to send traffic directly or use a landing page (in Russian), follow several rules:
- PPV demographics. In principle, you can make almost any offer work with PPV. Still, always remember that the person seeing your popup previously installed a toolbar, screensaver, or game toolbar. Despite demographic differences, that is a fairly specific kind of person in terms of mindset. MediaTraffic, for example, had housewives, while LeadImpact had a younger audience, mostly traffic from game toolbars.
- The wrong mood. With PPV traffic, remember that the user is not at all in the mood to buy something, for example. When you show a popup, you interrupt their browsing. Something on the offer page or your landing page therefore has to hook them. If the offer does not have it, draw a landing page.
- Popup size. Always account for the size of the opened window. If direct linking cuts off important parts, such as the field the user must fill in or the Submit button, use a landing page.
Dating, insurance, mobile offers, loans, games, and coupons work well for PPV. Nothing stops you from trying other niches; perhaps you will find a hot offer.
There is nothing wrong with starting with direct linking. PPV systems can deliver a lot of traffic quickly. Even if nothing converts, you can always try a landing page or a large banner.
Next: Five Tips for Working with Pay Per View Traffic (in Russian).