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The Shrinking Ad Dollar


CPR CPA CTR... what does it all mean? What it means is dollars "out" of your pocket instead of "in" to your pocket. Advertising dollars are gaining in value, meaning the regular advertiser now gets MORE for his dollar than he did a few years back.

An advertiser used to pay for "impressions",meaning everytime his ad showed on a web page it was counted as an impression. He would buy 1000 to 100000 impressions for his ad. Ad rates depended upon the web site. Educational sites could get a higher CPM rate, (cost per thousand impressions), than a site selling laundry detergent.

Things have changed somewhat... Now they want to buy CPA ads, (cost per action), meaning they want to pay per "action". An "action" is not considered a click. If they place an ad on your site, it doesn't matter if it gets 10000 impressions or 50000 impressions. It doesn't matter if it gets 1000 clicks. They are ONLY going to pay you if someone actually clicks on the link AND buys whatever they are selling on their site. Sounds great huh?

The other great ad inventory they want to purchase is the CTR offer. This is for "click through rate". That means their ad can again show 10000 times or 50000 times. It doesn't matter. They are only going to pay you if someone actually clicks on their ad. Another yummy prospect huh?

What is going on here? Are we so desperate for ads that we will allow someone to use our web pages to flaunt their products for free and only get paid if someone clicks their ad or acually signs up for something they are selling? What is wrong with this picture, people?

Let's see.... I want to rent a new business building, but I have informed the landlord that even though I will be taking up their "prime space", I will only be paying partial rent on customers who actually buy something. It doesn't matter if I have a crummy storefront, a disorganized shelving system, or an unmanageble way to navigate about the store. I am still only going to pay them for their prime spot IF I actually get a sale out of the building. Now this sounds more to my liking!

Also, I am going to be contacting some National Newspapers. I want to place an ad on their "front" page along with some other ads in the rest of the newspaper. I am going to inform the newsletter that I don't care if they have 100,000 subscribers who will see the ad. I am only going to pay "IF" someone actually uses the ad and buys my product. Now hurry up and get my ad placed on the front page of your newspaper!

Let's wake up ladies!

As long as you keep accepting advertising on these terms, you are going to be giving away your "prime business space" and your "front page space" to some clever marketing agent who just saw a new victim when he landed at your site.

I would LOVE to see these guys try to pull this stuff in the real world! H-E-L-L-O... This may be a virtual world, but it still takes "real" people to read your ads and real people to buy your products.

Maybe you advertisers only want to pay on a click through rate or a click per action rate because your ad might stink or it's in a "testing" phase. In the meantime they get to be your guinea pig while you test around to see which ads got the best performance as you showed the ad millions of times but only had to pay for actual clicks on your ad. What a deal you got!

I think I'll make up the blandest ad I can find, but make sure the words "Digital Women" are in it because I just want people to remember the name. I don't care if they click or not because I am just after brand recognition at the moment. Then I won't have to pay anything to the poor sap that showed my ad 500,000 times but I can still get the brand recognition that I need to succeed at my present goal, which is just making sure my "name" is seen around the world on lots of people's web sites.

This article is not meant to sound bitter. It is meant to open your eyes to what is being handed to you like it's something special. It's not special and they couldn't pass this off in a real newspaper or a real magazine or a real business development mall or shopping mall.

Stop being a victim to these guys. If they offer a CPA or CTR send them out the same door they came through. Wise up! That is your prime advertising space. Stop "giving" it away.

What are your best options if:

If you "accept" advertising, make sure you offer a flat rate for your prime space. You can offer a CPM which is a cost per thousand impressions, or you can offer a flat monthly rate based on how many impressions they can get in 30 days.

Your rates should be in line with what your site offers as content. Adres has a chart but I think it is a couple of years old. You can check out the CPM rates there. When you hit the site, look to the right for a link to "sample rates": http://adres.internet.com/adrates/article/0,1401,,00.html

Have a clear ad rates page set up. We suggest using an advertising agency to sell ads for you. They know all the ad terms and communicate better with those who buy ads. One great place we know that specializes in advertising for women is the Queen of Pizzazz. You can find that advertising agency here: http://www.thequeenofpizzazz.com

If you "buy" advertising, make sure you have a budget in place before you start looking. Also you will need to have several different ads to try at different places. If you don't do some sort of ad tracking or some sort of program in place where you can see which of your ads did the best then you will be wasting valuable ad dollars.

Again we suggest using an ad agency that will do all that for you. The above site also offers the service of buying ad space for you. Try them out.

To sum up...

About The Author

Rebecca Game is the owner/founder of Digital-Women.com an international online community for women in business. If you are a "woman with her modem running..." come join us!

http://www.digital-women.com, mailto:marketing@digital-women.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. February / 18 / 2020

New Study Finds That Podcast Advertising Campaigns Resulted In An Average 10 Times Lift Relative To Print, Digital and TV - Yahoo Finance
New Study Finds That Podcast Advertising Campaigns Resulted In An Average 10 Times Lift Relative To Print, Digital and TV  Yahoo Finance

Programmatic Advertising For Medical Marketing - Forbes
Programmatic Advertising For Medical Marketing  Forbes

The 2020 Best Practices for Advertising to Life Scientists: Online and in Print - Yahoo Finance
The 2020 Best Practices for Advertising to Life Scientists: Online and in Print  Yahoo Finance

Natera Countersues CareDx for False Advertising - GenomeWeb
Natera Countersues CareDx for False Advertising  GenomeWeb

Here's what you need to know in advertising and media this week - Business Insider - Business Insider
Here's what you need to know in advertising and media this week - Business Insider  Business Insider

Colorado Cannabis Companies Adopt Highways to Get Around Advertising Restrictions - Motley Fool
Colorado Cannabis Companies Adopt Highways to Get Around Advertising Restrictions  Motley Fool

Adjust’s Control Center automates repetitive tasks of mobile advertising - VentureBeat
Adjust’s Control Center automates repetitive tasks of mobile advertising  VentureBeat

National Advertising Division Recommends that Commercials for Capital One Spark Cash Card be Modified - Yahoo Finance
National Advertising Division Recommends that Commercials for Capital One Spark Cash Card be Modified  Yahoo Finance

XFL, Bud Light Work To Shake Up Football Advertising - Variety
XFL, Bud Light Work To Shake Up Football Advertising  Variety

International Roofing Expo Snapshot: A Conversation with Boostpoint on Digital Advertising - MarketScale
International Roofing Expo Snapshot: A Conversation with Boostpoint on Digital Advertising  MarketScale

14 Minutes Of Fame: Addressable Advertising On Linear TV Is A Prime Opportunity 02/18/2020 - MediaPost Communications
14 Minutes Of Fame: Addressable Advertising On Linear TV Is A Prime Opportunity 02/18/2020  MediaPost Communications

Atlanta's 25 Largest Advertising and Marketing Firms - Atlanta Business Chronicle - New York Business Journal
Atlanta's 25 Largest Advertising and Marketing Firms - Atlanta Business Chronicle  New York Business Journal

Three Creative Ways to Benefit the Bottom Line Beyond Advertising Revenue - Folio: - Folio Magazine
Three Creative Ways to Benefit the Bottom Line Beyond Advertising Revenue - Folio:  Folio Magazine

Global Advertising Firm Transitions to Nuxeo Cloud Service - MarTech Series
Global Advertising Firm Transitions to Nuxeo Cloud Service  MarTech Series

42% Of Brands Advertising On Amazon Generate Half Of Ecommerce Sales From The Marketplace 02/18/2020 - MediaPost Communications
42% Of Brands Advertising On Amazon Generate Half Of Ecommerce Sales From The Marketplace 02/18/2020  MediaPost Communications

MILLER ADVERTISING AGENCY, INC - Ad from 2020-02-18 | Office Services - Napa Valley Register
MILLER ADVERTISING AGENCY, INC - Ad from 2020-02-18 | Office Services  Napa Valley Register

'Colorism,' A Major Challenge to Advertisers and Networks - CableFAX
'Colorism,' A Major Challenge to Advertisers and Networks  CableFAX

Can Less Advertising Curb Obesity? - Bloomberg
Can Less Advertising Curb Obesity?  Bloomberg

Artist, Label Checklist For Advertising On Spotify - hypebot.com
Artist, Label Checklist For Advertising On Spotify  hypebot.com

Digital Screens Track Our Behavior For Target Advertising: ‘We’re Not Using Info To Find Where You Live’ - CBS Dallas / Fort Worth
Digital Screens Track Our Behavior For Target Advertising: ‘We’re Not Using Info To Find Where You Live’  CBS Dallas / Fort Worth

Apple Leverages iOS for Advertising You Can't Block - The Mac Observer
Apple Leverages iOS for Advertising You Can't Block  The Mac Observer

Naugatuck to get a taste of 'augmented reality' advertising - Waterbury Republican American
Naugatuck to get a taste of 'augmented reality' advertising  Waterbury Republican American

In-Game Advertising, Fraud Detection Partnership Identifies Invalid Ads 02/18/2020 - MediaPost Communications
In-Game Advertising, Fraud Detection Partnership Identifies Invalid Ads 02/18/2020  MediaPost Communications

More registered voters have seen Bloomberg advertisements than Trump advertisements - YouGov US
More registered voters have seen Bloomberg advertisements than Trump advertisements  YouGov US

We should impose a cap on spending on political advertising - Cape Cod Times
We should impose a cap on spending on political advertising  Cape Cod Times

Contextual advertising company GumGum raises $22M - TechCrunch
Contextual advertising company GumGum raises $22M  TechCrunch

One of PIttsburgh's biggest ad/digital agencies acquires PR firm - Pittsburgh Business Times
One of PIttsburgh's biggest ad/digital agencies acquires PR firm  Pittsburgh Business Times

WSPY Seeks Radio and Website Advertising Account Executive - WspyNews
WSPY Seeks Radio and Website Advertising Account Executive  WspyNews

Colorado restricts marijuana advertising, so cannabis companies are adopting highways - OregonLive
Colorado restricts marijuana advertising, so cannabis companies are adopting highways  OregonLive

AdQuick raises $6M to conquer an advertising market Google and Facebook won’t - TechCrunch
AdQuick raises $6M to conquer an advertising market Google and Facebook won’t  TechCrunch

Advertising icon Wayne Cranford dies at 87 - talkbusiness.net
Advertising icon Wayne Cranford dies at 87  talkbusiness.net

Food giant to stop advertising ice cream to children - BBC News
Food giant to stop advertising ice cream to children  BBC News

Roku is positioned to lead OTT advertising in 2020 - Business Insider - Business Insider UK
Roku is positioned to lead OTT advertising in 2020 - Business Insider  Business Insider UK

How BlockChain Technology Is Benefiting Digital Marketing & Advertising Industries - News & Features
How BlockChain Technology Is Benefiting Digital Marketing & Advertising Industries  News & Features

The brand safety challenge in digital advertising - The Drum
The brand safety challenge in digital advertising  The Drum

Industry coalition forms to banish 'manels' from advertising events by 2021 - The Drum
Industry coalition forms to banish 'manels' from advertising events by 2021  The Drum

In Mexico, advertising expenses will no longer be tax deductible if promoting third party brands - The Yucatan Times
In Mexico, advertising expenses will no longer be tax deductible if promoting third party brands  The Yucatan Times

Advertisers are panicking over Google's plan to ditch cookies - Business Insider UK
Advertisers are panicking over Google's plan to ditch cookies  Business Insider UK

Student brand ambassadors connect the corporate with the campus - The Daily Tar Heel
Student brand ambassadors connect the corporate with the campus  The Daily Tar Heel

WWE News: Tommaso Ciampa Announces Hiatus from Social Media, XFL Advertising Strategy - 411mania.com
WWE News: Tommaso Ciampa Announces Hiatus from Social Media, XFL Advertising Strategy  411mania.com

Hackers Are Now Targeting Your Google Advertising Account - TechDecisions
Hackers Are Now Targeting Your Google Advertising Account  TechDecisions

Nick Offerman's Guinness dream came true for St. Patrick's Day - Fast Company
Nick Offerman's Guinness dream came true for St. Patrick's Day  Fast Company

Global Digital Out-of-Home Market (2019 to 2027) - Key Players Include JCDecaux, Lama Advertising Company & Daktronics Among Others - ResearchAndMarkets.com - Business Wire
Global Digital Out-of-Home Market (2019 to 2027) - Key Players Include JCDecaux, Lama Advertising Company & Daktronics Among Others - ResearchAndMarkets.com  Business Wire

Massive growth of Preservation Social Media Advertising Software Market 2026 with high CAGR In Coming Years with Focusing Key players like Mailchimp, HubSpot, Smartly.io, etc. - News Parents
Massive growth of Preservation Social Media Advertising Software Market 2026 with high CAGR In Coming Years with Focusing Key players like Mailchimp, HubSpot, Smartly.io, etc.  News Parents

Brand advertising is broken. Here's why. - The Drum
Brand advertising is broken. Here's why.  The Drum

IAB debuts 'Project ReArc' as a lifeline for advertisers in a cookieless world - AdAge.com
IAB debuts 'Project ReArc' as a lifeline for advertisers in a cookieless world  AdAge.com

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

Microsoft Advertising Introduces New Features for Shopping Campaigns - Search Engine Journal
Microsoft Advertising Introduces New Features for Shopping Campaigns  Search Engine Journal

Online Display Advertising Services Market to Witness Huge Growth by 2025 | AdRoll, Sizmek, Celtra - News Times
Online Display Advertising Services Market to Witness Huge Growth by 2025 | AdRoll, Sizmek, Celtra  News Times

Cobb business faces boycott after advertising on LED billboard - Atlanta Journal Constitution
Cobb business faces boycott after advertising on LED billboard  Atlanta Journal Constitution

At the Chicago Marathon - Chicago Reader
At the Chicago Marathon  Chicago Reader

Advertising Reporting Comes Of Age - MarTech Series
Advertising Reporting Comes Of Age  MarTech Series

Q&A: Yasuharu Sasaki - 'People are far More Advanced Than the Advertising Industry' - Branding in Asia Magazine
Q&A: Yasuharu Sasaki - 'People are far More Advanced Than the Advertising Industry'  Branding in Asia Magazine

Contextual Advertising Market Comprehensive Study Explores Huge Growth In Future, 2019-2026 Projected To Grow At A Cagr Of 18.7% By Google, Facebook, Microsoft, Yahoo - Nyse Nasdaq Live
Contextual Advertising Market Comprehensive Study Explores Huge Growth In Future, 2019-2026 Projected To Grow At A Cagr Of 18.7% By Google, Facebook, Microsoft, Yahoo  Nyse Nasdaq Live

Programmatic Advertising Platform Market to Reflect a Holistic Expansion During 2027 – Top Companies like AppNexus Inc., AOL Inc. (Verizon Communications Inc.), Yahoo! Inc., DataXu Inc., Adroll.com,etc - Keep Reading
Programmatic Advertising Platform Market to Reflect a Holistic Expansion During 2027 – Top Companies like AppNexus Inc., AOL Inc. (Verizon Communications Inc.), Yahoo! Inc., DataXu Inc., Adroll.com,etc  Keep Reading

Bank of America consolidates advertising with Publicis Groupe - AdAge.com
Bank of America consolidates advertising with Publicis Groupe  AdAge.com

Hottest digital advertising trends of 2020 | Partner Content - Campaign Asia-Pacific
Hottest digital advertising trends of 2020 | Partner Content  Campaign Asia-Pacific

The 8 Biggest Advertising Trends of Super Bowl 54 - Adweek
The 8 Biggest Advertising Trends of Super Bowl 54  Adweek

Digital Screens Are Tracking Our Behavior For Target Advertising - CBS Dallas / Fort Worth
Digital Screens Are Tracking Our Behavior For Target Advertising  CBS Dallas / Fort Worth

Inflight Advertising Market Register Significant Growth Globally | EAM Advertising, Global Eagle, Panasonic Avionics Corporation, IMM International - Nyse Nasdaq Live
Inflight Advertising Market Register Significant Growth Globally | EAM Advertising, Global Eagle, Panasonic Avionics Corporation, IMM International  Nyse Nasdaq Live

Bill and Ted's New Journey Includes Advertising For Walmart - Bleeding Cool News
Bill and Ted's New Journey Includes Advertising For Walmart  Bleeding Cool News

Positive moves in New Zealand as job advertising rises in first month of year - The Global Recruiter
Positive moves in New Zealand as job advertising rises in first month of year  The Global Recruiter

Allstate’s Growth Plan Includes Shift in Agent Commissions, Hike in Advertising - Insurance Journal
Allstate’s Growth Plan Includes Shift in Agent Commissions, Hike in Advertising  Insurance Journal

Facebook and TV dominate political ad spending, suggesting advertisers - Fast Company
Facebook and TV dominate political ad spending, suggesting advertisers  Fast Company

Online Advertising Platform Industry 2020 Market Analysis, Share, Size, Growth, Trends, Supply and Manufacturers Research Report 2026 - Nyse Nasdaq Live
Online Advertising Platform Industry 2020 Market Analysis, Share, Size, Growth, Trends, Supply and Manufacturers Research Report 2026  Nyse Nasdaq Live

Advertisers urged to rethink tabloid ads: 'Most don't want to pay for bullying' - The Drum
Advertisers urged to rethink tabloid ads: 'Most don't want to pay for bullying'  The Drum

Beyond Google and Facebook advertising: 17 ad platforms you should try - Search Engine Land
Beyond Google and Facebook advertising: 17 ad platforms you should try  Search Engine Land

‘Increasingly an awareness platform’: Amazon advertising is moving beyond search - Digiday
‘Increasingly an awareness platform’: Amazon advertising is moving beyond search  Digiday

Samsung and tech companies are breaking into the advertising business - Business Insider
Samsung and tech companies are breaking into the advertising business  Business Insider

Is it time for Irish marketers to broaden their advertising channels? - The Irish News
Is it time for Irish marketers to broaden their advertising channels?  The Irish News

Digital Marketing Market Is Booming Worldwide | Grey Advertising, Wieden+Kennedy, Butler - Nyse Nasdaq Live
Digital Marketing Market Is Booming Worldwide | Grey Advertising, Wieden+Kennedy, Butler  Nyse Nasdaq Live

This data-driven Google commercial has been getting rousing applause from live audiences - AdAge.com
This data-driven Google commercial has been getting rousing applause from live audiences  AdAge.com

How predictive advertising is changing the future of digital marketing - ClickZ
How predictive advertising is changing the future of digital marketing  ClickZ

Kroger gives CPG advertisers more sales visibility - Supermarket News
Kroger gives CPG advertisers more sales visibility  Supermarket News

Why the advertising industry will miss Mobile World Congress this year (and why it won't) - The Drum
Why the advertising industry will miss Mobile World Congress this year (and why it won't)  The Drum

Rakuten Advertising Unifies Its Media Assets And Puts Retail Data At The Center - AdExchanger
Rakuten Advertising Unifies Its Media Assets And Puts Retail Data At The Center  AdExchanger

LED Billboard Advertising Market Industry Production and Demand, Competition News and Trends Forecasts to 2025 - TechNews.mobi
LED Billboard Advertising Market Industry Production and Demand, Competition News and Trends Forecasts to 2025  TechNews.mobi

Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020 - MarTech Series
Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020  MarTech Series

You’ve got snail mail: Targeted online ads are now literally following you home - The Washington Post
You’ve got snail mail: Targeted online ads are now literally following you home  The Washington Post

Remnants of History: Milwaukee's Faded Advertisements and Ghost Signs - Wisconsin Public Radio News
Remnants of History: Milwaukee's Faded Advertisements and Ghost Signs  Wisconsin Public Radio News

What’s Next for Advertisers, Ad Tech and Publishers in a Cookie-Free World? - Adweek
What’s Next for Advertisers, Ad Tech and Publishers in a Cookie-Free World?  Adweek

Bloomberg Advertisements on Local Television raise Concerns - Uprise RI
Bloomberg Advertisements on Local Television raise Concerns  Uprise RI

Story ads are creating new opportunities for advertisers – but what makes a good story? - ClickZ
Story ads are creating new opportunities for advertisers – but what makes a good story?  ClickZ

Competition Bureau's Marketing And Advertising Priorities: False Online Consumer Reviews - Mondaq News Alerts
Competition Bureau's Marketing And Advertising Priorities: False Online Consumer Reviews  Mondaq News Alerts

Ucas to stop advertising private loans to students - The Guardian
Ucas to stop advertising private loans to students  The Guardian

With Impeachment in the News, Ads Are Staying Away From Politics - The New York Times
With Impeachment in the News, Ads Are Staying Away From Politics  The New York Times

Soros calls for Zuckerberg, Sandberg to step down from Facebook in scathing letter - msnNOW
Soros calls for Zuckerberg, Sandberg to step down from Facebook in scathing letter  msnNOW

Pokémon Go fans contact ASA over Liverpool ticket price advertising - Eurogamer.net
Pokémon Go fans contact ASA over Liverpool ticket price advertising  Eurogamer.net

Can Dialogue Advertising Eliminate Much of Digital Ad Fraud as We Know It? - MarTech Series
Can Dialogue Advertising Eliminate Much of Digital Ad Fraud as We Know It?  MarTech Series

Money Monday: Putting social media advertisements to the test - WFSB
Money Monday: Putting social media advertisements to the test  WFSB

Lithuania Okays Legislation to Introduce Warnings on Betting Advertising - Tunf.com News
Lithuania Okays Legislation to Introduce Warnings on Betting Advertising  Tunf.com News

National Advertising Review Board Recommends Spectrum Disclose Limitations to Comparative Savings Claims for Spectrum Mobile Service - Benzinga
National Advertising Review Board Recommends Spectrum Disclose Limitations to Comparative Savings Claims for Spectrum Mobile Service  Benzinga

This week's top advertising and media news, analysis - Business Insider - Business Insider
This week's top advertising and media news, analysis - Business Insider  Business Insider

Rihanna's Savage x Fenty Accused of Deceptive Advertising - Papermag
Rihanna's Savage x Fenty Accused of Deceptive Advertising  Papermag

Whites Still Dominate Advertising Representation in Brazil - Folha de S.Paulo
Whites Still Dominate Advertising Representation in Brazil  Folha de S.Paulo

GVC issued record fine in NSW for illegal gambling advertising - Gaming Intelligence
GVC issued record fine in NSW for illegal gambling advertising  Gaming Intelligence

Guardian to ban advertising from fossil fuel firms - The Guardian
Guardian to ban advertising from fossil fuel firms  The Guardian

Top Advertisers, Media Platforms Get Tough on Harmful Online Content - Adweek
Top Advertisers, Media Platforms Get Tough on Harmful Online Content  Adweek

Make advertising more like country music - CampaignLive
Make advertising more like country music  CampaignLive

Super Bowl advertisers embrace diversity ... cautiously - AdAge.com
Super Bowl advertisers embrace diversity ... cautiously  AdAge.com

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