About PPC

With Pay Per Click you only pay for each 'Click' (person who was interested enough to click and view your vacancy detail).  Unlike 'Pay Per Action' there is no 'call to action' made on this prospect.

The advantage that PPC/PPA holds over other online/offline advertising methods:

You only pay for the actual click-through to your site/vacancies. Through most other forms of advertising in general there are no guarantees to how much one might end up paying per visitor acquired (candidate). 

TV, radio, print, and other traditional advertising normally force you, the advertiser, to bear all the cost/risk regardless of the effectiveness of the campaign. Even though PPC does not guarantee every response will be suitable it does significantly decrease the risk involved compared to many other forms of advertising.

You only pay for the responses you receive and they are measurable.  It is a common fact that visitors clicking on to your site/vacancies through search engines etc are much more likely to purchase products or services, as these visitors, in theory, are actively looking for what you have to offer.

Both 'Pay Per Click' and 'Pay Per Action' have their own advantages and disadvantages:

The advantage of 'Pay Per Click' is that the fee per 'Click' is less expensive than the fee per 'Action'.  This is because it may take ten 'Clicks' to lead to one 'Action'.  The disadvange is you know how many people have viewed your vacancy but have no contact details to follow up people who didn't apply.

It follows that an advantage of Pay Per Action is that although you pay more for an 'Action' than you do for a 'Click' you know that only serious applicants will apply and you can follow up any prospects that don't go on to apply to your vacancy. 

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