I’ve been running some traffic lately with some of the larger PPV networks, namely TrafficVance, who uses GameVance to serve ads to its users in exchange for their free online gaming services. I would like to make a quick point today about PPV advertisements and how they are MUCH different from ads served via PPC networks.

This might seem pretty obvious, but it is one of the main reasons people fail at PPV marketing. Now, let’s think about the logic behind this. When a user clicks on a PPC ad, be it on something like AdWords or Facebook, they have chosen to click on the ad. Normally the user is interested in the topic, which is why your ad was shown (because of the keyword they were searching for, or the interests listed in their profile), which is why PPC works so well. With PPV, an ad just comes up, so it is your job to interest the user. One of the absolutely WORST ways to go about doing this is to include a huge landing page trying to sell a product. Do you really think that is going to get the user’s attention? Now, what if half of your ad is “Make $423043232 Monies A Day”, with a picture of some money and a “click here” link below that. You have a much better chance of someone clicking through your ad because it takes about .5 seconds to read that headline, which is probably the only time you’re going to get your user to look at the ad before they close it. They are never going to sit through a pop-up LP and read through pages of information about your weight-loss product.

So PPV marketers, just remember you have about 1-2 seconds to catch your users attention before they close your ad, or click-through.