Co-Registration is a hybrid of the popular online advertising models of CPM and CPA, more like Pay Per Click than any other type of advertising model. It is a way that a lot of brand advertisers build their newsletters and companies get fresh leads to market too. That said the best way to understand why you might think about using co-registration on your site is to understand the path that most web publishers go through, an evolution of sorts that starts with:

1. Pay Per Click

2. CPM - Cost Per Million (really thousand) if they are lucky.

3. CPL - Co-registration

They may dabble in CPA but most advertisers are very adverse to doing any types of CPA advertising unless the payout is extremely high. If you don’t know what co-registration is or how it works I’ll do a subsequent article on how to implement co-registration, hosted vs. unhosted versions, and which co-registration providers I’ve had the best success with.

That said here are the Top 5 Reasons

1. Data - When you generate a lead, that lead is your sole position to do with as you please, provided that is stated in your privacy policy. That means when someone fills out their contact information you can send them through a number of co-registration offers and they can opt in to multiple offers. This way you can charge a number of advertisers for that lead.

2. Path - When someone comes to your website and is going through your co-registration path you own that path. Meaning unlike CPC when someone clicks on an Ad and then lease your website, in co-registration they stay on your site. This means, more pageviews (if you are charging a CPM), greater chance they will continue to browse your site and return to your site, and lastly because you can serve up more co-registration offers.

3. Payout - Co-registration leads can range from a payout of $0.25 for a name/email lead to $40.00 for a mortgage lead. It all depends on the informtion you are gathering. So if you are already gathering a ton of information on your basic contact form then you might as well serve up offers that give a higher payout for more contact fields, like phone, postal, etc.

4. Control - For the most part you can control any and every type of offer that ever is in your co-registration path. That means that unlike CPC if you see an offer that is getting opted-in to a lot then you can serve that offer and only offers like it.

5. Diversity - Because you should always diversify your ability as web publisher to make monetize your traffic. If you have a co-registration path why not offer your visitors offers that they will be interested in. This is more value-add to your website than actual advertising, and that is how you should see all advertising on your site. If advertising isn’t adding value to your website then don’t add it. Visitors appreciate value and will automatically gravitate to ads that provide value.

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