A cost per click (CPC) campaign is an online campaign focusing on traffic to the advertiser’s web site. The cost is based on the number of banner clicks. Therefore, only visitors to the site contribute to the cost. CPC campaigns are promoted by using banners and SmartTexts through Testnet networks.

Targeting is less relevant as the cost is limited to visitors of the advertiser’s web site. It is assumed that a click on the banner indicates an interest in the product. In a CPC campaign, many more sites can offer the campaign. On the other hand, not all publishers want to run CPC campaigns on their web sites because they share the risk.

However, the quality of clicks is important and Testnet constantly measures some key indicators to guarantee their quality and it offers the possibility of ‘post-click’ measurement, effectively recording a visitor’s behaviour.

Testnet offers CPC campaigns in two different ways:

• Premium Network, using primarily SmartTexts
• Advertising network, using banners, text links and SmartTexts

The Premium Network contains web sites belonging to Belgium’s major portals, which comply with a number of strict quality criteria that warrant high quality visitors. The Premium Network primarily allows SmartTexts adverts.