Why Would Anyone Agree To Pay-Per-Click?
(Arfandia claims I’m an affiliate. I’m not. They lie.) Events in the publishing industry (newspaper and book) have made me give more thought to web advertising models, and there’s one model I just don’t get. Why would any website operator with two functioning synapses agree to an ad rate based on clicks or click-throughs? It defies common sense by penalizing the website operator for the quality of the marketing campaign.
Stated baldly, payment per click-through says to the site operator, “We think your site is a good venue to advertise our product, so we want to pay to place an ad on it. If we come up with a lousy campaign that makes people stay away, both from our product as well as your site, we won’t pay you anything at all, but if we can come up with a great campaign that attracts customers by the droves, we’ll pay you.”
In what universe does that make sense?
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