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Internet changes almost everything in human life, especially marketing. Pay per click is one of the many methods of marketing in world wide web. Two parties consist of publisher and advertiser. Publisher is the website administrator that publishes the advertisement. On the other hand, advertiser is person or agency that pays to put their ads in that website. The only different from common marketing is payment based on numbers of click. Visitor or viewer will click banners in website that lead to certain product, service, or event. Publishers do not hold the responsibility for selling or buying. They are just the path to connect viewers to intended advertisement. For your information, pay per click might be one of oldest marketing strategies in internet area.

As mentioned above, publisher and advertiser are the two parties that involve in this business. Another aspect is payment rate. Choosing the right website to put ads is not easy task. Advertisers should assess many websites with high-traffic, usually from search engine. They mix and match some keywords to suit their purpose. It is rare for big and popular brand to use pay per click. This kind of advertisement only applies for small and new item on market. That’s reason why advertisers will put much effort to find the right website. After they find suitable websites, they will contact administrator or developer to act as publisher. The crucial moment in this business is negotiation. Publishers have two basics payment methods. Firstly, they get single payment for banner and no other advertisers are allowed to put in the same page. Secondly, they create auction in order to get higher price. Advertisers with strong financial will pay more for front page.

Pay per click also seems interesting from viewers. To attract more visitors, publisher will recruit internet users as the paid viewers. This condition may not directly violate negotiation. Advertisers may get higher traffic but viewers only come from one source. Moreover, they are paid users. This is one of controversies of pay per click. Fraud in this area is specific application to click automatically. This problem started from viewer to get more money from publisher. Advertiser and publisher come in one agreement about such fraud. They will control domain, IP address, and ISP to know where viewers come from.

Pay per click finds many challenges in the latest internet era. As you can see, this business seems out of date due to lack of improvement. Pay per click is still profitable, but not bring much potential buyers for brands. Internet penetration grows exponentially, but pay per click cannot match with such development. Therefore, new method is introduced to make banner and ads look easy to tap from mobile device.