Walla.co.il, Israel’s biggest internet portal and search engine until 2005 sent a notice to all its advertisers, announcing a shift from PPI (pay-per-inclusion at a fixed price) to pay-per-click. The change will be implemented starting 1 January 2007.
Walla, a public company, was the biggest internet media in Israel since 1998, A year ago was the first time for Walla to get in second place, when Google.co.il, the Hebrew version of the G monster passed them.
Current weekly exposure for the two (July 2006 data) are:
- Google.co.il: 79.1% weekly exposure amongst Israeli web users (3.9 million)
- Walla.co.il: 67.6% weekly exposure amongst Israeli web users (3.9 million)
The new bidding system that Walla will be providing to its advertisers is very similar to Google’s AdWords and the offered bidding gaps will be at intervals of 0.25 NIS (~0.06 $).
An interesting and refreshing change that the new method is supposed to bring is that Interactive and SEM agencies will get a revenue share from the PPC deals at a percentage that was not published yet.
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