e-Commerce Marketing – Paying for Website Advertising

When it comes to e-Commerce marketing, banners and search engine ads are two of the more popular forms of web advertising. These are the advertisements with pictures and/or information placed on various websites and search engines. If you are thinking of using these forms of marketing your products and website, its important to understand the various payment options available to you.

Pay per impression 
In pay per impression advertising, you pay a commission every time your advertisement is shown on a website. This may be a good idea if your advertisement is on a very specific website where visitors will most likely be in your target audience. This may not be a good form of e-Commerce marketing on a very general site where visitors may have no interest whatsoever in your product or service.

Pay per click
Pay per click advertising means that when a site hosts your banner or advertisement, you pay a certain rate every time someone clicks on that banner. This is much better form of e-Commerce marketing than paying every time your ad is shown because you know you are paying for someone who was at least forwarded to your site. In this way you may be advertising where a lot of people will see your ad, but you are only paying for the advertisements that hit interested potential customers.

Pay per click search engine
This is a form of advertising in which a pay per click method is used. This form of e-Commerce marketing differs from regular pay per click in that you actually bid on how much you will pay each time someone clicks the advertisement. Once you place your bid agreement, you then become a sponsor on a search engine. Your advertisement or information is placed on the search engine depending on how much you are paying for the ad. In other words, everyone has the potential for their ad to be shown but whoever bids the highest will have their ad placed on the first search page and at the top. It only makes sense that a search engine would want to present the e-Commerce marketing ads that can make them the most money.

Pay per lead
Pay per lead advertising means that you only pay the commission if someone fills out a form, completes a survey, or somehow leaves you a way to contact them in the future. This means you only pay for an advertisement that brings in the potential for a follow up from you to your potential customer.

Pay per sale
Pay per sale advertising can also be used for e-Commerce marketing where a website hosts a banner or advertisement for your company. In this form of payment, however, you only pay a commission if a person not only clicks on the advertisement and is forwarded to your website, but also only if they then make a purchase from your site.


These are the main forms of payment for your e-Commerce marketing through banners and ads on websites. All of them have their advantages and disadvantages, you just have to do some research and take the time to choose which is best for your business.