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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 Wed. November / 20 / 2019

Digital advertising is not the dot com bubble, improper attribution is - Marketing Land
Digital advertising is not the dot com bubble, improper attribution is  Marketing Land

Fearless: How One Couple Launched The Largest Independent, Hispanic-Owned U.S. Advertising Agency - Forbes
Fearless: How One Couple Launched The Largest Independent, Hispanic-Owned U.S. Advertising Agency  Forbes

Decline In Sina’s Q3 Advertising Revenue Isn’t A Cause For Concern Yet - Forbes
Decline In Sina’s Q3 Advertising Revenue Isn’t A Cause For Concern Yet  Forbes

In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR - Front Office Sports
In-Stadium Video Advertising Gains Traction Across MiLB and NASCAR  Front Office Sports

Online advertising in Germany - Lexology
Online advertising in Germany  Lexology

Facebook: Advertisers to get more tools to control where ads appear - The Mercury News
Facebook: Advertisers to get more tools to control where ads appear  The Mercury News

Disrupt: Navigating Facebook Advertising | 2019-11-20 - FenderBender
Disrupt: Navigating Facebook Advertising | 2019-11-20  FenderBender

TripAdvisor Launches its First Self-Serve Advertising Platform - MarTech Series
TripAdvisor Launches its First Self-Serve Advertising Platform  MarTech Series

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

Social media platforms spark debate over political advertising policies - Boise State University The Arbiter Online
Social media platforms spark debate over political advertising policies  Boise State University The Arbiter Online

Why Amazon success requires a holistic approach to SEO and advertising - DigitalCommerce360
Why Amazon success requires a holistic approach to SEO and advertising  DigitalCommerce360

The Culture Gabfest on The Irishman, Schitt's Creek, and targeted advertising. - Slate
The Culture Gabfest on The Irishman, Schitt's Creek, and targeted advertising.  Slate

Google Stadia’s Advertising Couldn’t Be a More Appropriate Car Crash - CCN.com
Google Stadia’s Advertising Couldn’t Be a More Appropriate Car Crash  CCN.com

Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true - USA TODAY
Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true  USA TODAY

Here's Apple's Next $10 Billion Business - Motley Fool
Here's Apple's Next $10 Billion Business  Motley Fool

California sues Juul over misleading advertising, sales to youth - Mountain View Voice
California sues Juul over misleading advertising, sales to youth  Mountain View Voice

Integral Ad Science Buys Technology Firm to Help Advertisers Avoid Objectionable Content - Wall Street Journal
Integral Ad Science Buys Technology Firm to Help Advertisers Avoid Objectionable Content  Wall Street Journal

The Ad Screens on Ride-Hail Cars Collect Data, Too - CityLab
The Ad Screens on Ride-Hail Cars Collect Data, Too  CityLab

We Insure Joins Forces with Adwerx to Power Digital Advertising for All Franchise Locations - PRNewswire
We Insure Joins Forces with Adwerx to Power Digital Advertising for All Franchise Locations  PRNewswire

NBCU Moves To Unify Cross-Platform Advertising With New Senior Executive Position 11/21/2019 - MediaPost Communications
NBCU Moves To Unify Cross-Platform Advertising With New Senior Executive Position 11/21/2019  MediaPost Communications

SpendEdge Forecasts a Spend Growth of over USD 190 Billion for the Advertising Production Services Market - Business Wire
SpendEdge Forecasts a Spend Growth of over USD 190 Billion for the Advertising Production Services Market  Business Wire

Digital Remedy Launches New Flip OTT Advertising Platform - MarTech Advisor
Digital Remedy Launches New Flip OTT Advertising Platform  MarTech Advisor

Milwaukee advertising exec Bill Eisner dies - Milwaukee Business Journal
Milwaukee advertising exec Bill Eisner dies  Milwaukee Business Journal

ADVERTISING: Advertorial — DR. WENDY CUNNINGHAM: What is Gua Sha? - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WENDY CUNNINGHAM: What is Gua Sha?  Coeur d'Alene Press

Walmart's ad push, WPP's in-housing gamble, IgnitionOne faces accusations - Business Insider
Walmart's ad push, WPP's in-housing gamble, IgnitionOne faces accusations  Business Insider

“Twitter Ban” – No More Political Advertisements - The Suffolk Journal
“Twitter Ban” – No More Political Advertisements  The Suffolk Journal

Headgum Podcast Network Launches "Gumball": The Modern Advertising Marketplace Connecting Brands Directly with Podcasters - PRNewswire
Headgum Podcast Network Launches "Gumball": The Modern Advertising Marketplace Connecting Brands Directly with Podcasters  PRNewswire

Commerce marketers: Take our Amazon Advertising survey, enter to win an SMX All-Access Pass - Marketing Land
Commerce marketers: Take our Amazon Advertising survey, enter to win an SMX All-Access Pass  Marketing Land

On Branding and Advertising | News For The Workers Comp Industry - WorkersCompensation.com
On Branding and Advertising | News For The Workers Comp Industry  WorkersCompensation.com

Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’ - Fortune
Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’  Fortune

Borough Of Ellwood City Advertising Board Vacancies, Tax Collector – Ellwood City, PA news - EllwoodCity.org
Borough Of Ellwood City Advertising Board Vacancies, Tax Collector – Ellwood City, PA news  EllwoodCity.org

As Streaming Wars Heat Up, Advertisers Invest in CTV, Premium Publisher Inventory and 30-second Ad Lengths - PRNewswire
As Streaming Wars Heat Up, Advertisers Invest in CTV, Premium Publisher Inventory and 30-second Ad Lengths  PRNewswire

SEC: Investment Act Adviser Advertisement & Compensating Solicitors - The National Law Review
SEC: Investment Act Adviser Advertisement & Compensating Solicitors  The National Law Review

SEC Proposes to Modernize the Advertising Rule for Investment Advisers - Lexology
SEC Proposes to Modernize the Advertising Rule for Investment Advisers  Lexology

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Getting rid of microtargeting in political advertising is a terrible idea - The Washington Post
Getting rid of microtargeting in political advertising is a terrible idea  The Washington Post

Hassan Cobb Advertising Piece, Newly Uncovered Items Headline LOTG Auction - Sports Collectors Daily
Hassan Cobb Advertising Piece, Newly Uncovered Items Headline LOTG Auction  Sports Collectors Daily

Juul Is Sued by New York Attorney General for Advertising to Underage Users - TheStreet.com
Juul Is Sued by New York Attorney General for Advertising to Underage Users  TheStreet.com

California sues Juul over advertising, teen vaping sales - Chicago Tribune
California sues Juul over advertising, teen vaping sales  Chicago Tribune

SEC Releases Proposal to Revise the Advertising and Cash Solicitation Rules for Investment Advisers - JD Supra
SEC Releases Proposal to Revise the Advertising and Cash Solicitation Rules for Investment Advisers  JD Supra

Redesigned Microsoft Advertising Editor now available - Search Engine Land
Redesigned Microsoft Advertising Editor now available  Search Engine Land

Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Thanksgiving recomendations - Coeur d'Alene Press
Healthy Community, ADVERTISING: Advertorial — GEORGE BALLING: Thanksgiving recomendations  Coeur d'Alene Press

The convergence of advertising and marketing - MIT Technology Review
The convergence of advertising and marketing  MIT Technology Review

Could Mirriad Advertising plc's (LON:MIRI) Investor Composition Influence The Stock Price? - Yahoo Finance
Could Mirriad Advertising plc's (LON:MIRI) Investor Composition Influence The Stock Price?  Yahoo Finance

Cadent's Rachel Herbstman on the Art and Science of Holistic Addressable Advertising - MediaVillage
Cadent's Rachel Herbstman on the Art and Science of Holistic Addressable Advertising  MediaVillage

Socially conscious advertising works, but not for the reasons you think - Campaign US
Socially conscious advertising works, but not for the reasons you think  Campaign US

German doctors call for complete ban on smoking advertising - The Local Germany
German doctors call for complete ban on smoking advertising  The Local Germany

Netflix pulls Spectator advertising after social media backlash - Scram News
Netflix pulls Spectator advertising after social media backlash  Scram News

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

Amobee Partners with LiveRamp’s IdentityLink to Enhance Targeting and Measurement for Advertisers - Yahoo Finance
Amobee Partners with LiveRamp’s IdentityLink to Enhance Targeting and Measurement for Advertisers  Yahoo Finance

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

Five Ways 5G Will Change Digital Advertising - MarTech Series
Five Ways 5G Will Change Digital Advertising  MarTech Series

ADVERTISING: Advertorial — JONATHAN M. SASSER: Take care of your prostrate and it will take care of you - Coeur d'Alene Press
ADVERTISING: Advertorial — JONATHAN M. SASSER: Take care of your prostrate and it will take care of you  Coeur d'Alene Press

Long Branch scam is advertising fake home rentals, cops say - Asbury Park Press
Long Branch scam is advertising fake home rentals, cops say  Asbury Park Press

Barnstable County Fair wins advertising awards - News - Cape Cod Times
Barnstable County Fair wins advertising awards - News  Cape Cod Times

ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Chronic pain triggers to avoid - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Chronic pain triggers to avoid  Coeur d'Alene Press

8 online advertising risks your agency must be prepared for - AdAge.com
8 online advertising risks your agency must be prepared for  AdAge.com

Prince Andrew BBC fallout: BT joins Advertising Week and KPMG in severing ties with duke - The Drum
Prince Andrew BBC fallout: BT joins Advertising Week and KPMG in severing ties with duke  The Drum

To help ward off Amazon, CPG advertisers are seeking data relationships with retailers - Digiday
To help ward off Amazon, CPG advertisers are seeking data relationships with retailers  Digiday

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - Business Insider
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  Business Insider

How Effective Is Facebook Advertising? - Mother Jones
How Effective Is Facebook Advertising?  Mother Jones

Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019 - Pittsburgh Post-Gazette
Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019  Pittsburgh Post-Gazette

How Publishers Are Missing $13B in Video Advertising Revenue - Tubular Insights
How Publishers Are Missing $13B in Video Advertising Revenue  Tubular Insights

LEGAL ADVERTISING - The Lincoln County News
LEGAL ADVERTISING  The Lincoln County News

Apple Stock Gets Price-Target Hikes As Advertising Business Touted - Investor's Business Daily
Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

SEC Proposes Amendments To Advertising And Solicitor Rules - JD Supra
SEC Proposes Amendments To Advertising And Solicitor Rules  JD Supra

Advertising on Car Window Helps Woman Find a Kidney Donor - NBC 5 Dallas-Fort Worth
Advertising on Car Window Helps Woman Find a Kidney Donor  NBC 5 Dallas-Fort Worth

Banner Ads Bother. Pop-Ups Annoy. Streaming Wars Aim to Revive Them - Variety
Banner Ads Bother. Pop-Ups Annoy. Streaming Wars Aim to Revive Them  Variety

SEC To Overhaul Investment Adviser Advertising Rule - Lexology
SEC To Overhaul Investment Adviser Advertising Rule  Lexology

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy - Skift
Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy  Skift

Spain: News on the online gambling advertising Code of Conduct - Lexology
Spain: News on the online gambling advertising Code of Conduct  Lexology

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory - The Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory  The Wall Street Journal

TripAdvisor Journeys Into Non-Travel Advertising - AdExchanger
TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

Publishers look to new revenue sources amid squeeze on digital advertising - City A.M.
Publishers look to new revenue sources amid squeeze on digital advertising  City A.M.

Microsoft Advertising Editor Has Been Redesigned - Search Engine Roundtable
Microsoft Advertising Editor Has Been Redesigned  Search Engine Roundtable

Rapid TV News - Flip claims first ROAS tracking for OTT digital TV advertising - Rapid TV News
Rapid TV News - Flip claims first ROAS tracking for OTT digital TV advertising  Rapid TV News

State investigating marijuana advertising at Lewiston Colisée - Press Herald
State investigating marijuana advertising at Lewiston Colisée  Press Herald

BOB CONFER: Advertising fits the bill for schools - Lockport Union-Sun & Journal
BOB CONFER: Advertising fits the bill for schools  Lockport Union-Sun & Journal

Walmart is rolling out tools and API to grab Amazon advertisers - Business Insider
Walmart is rolling out tools and API to grab Amazon advertisers  Business Insider

Does It Make Sense To Buy Pressman Advertising Limited (NSE:PRESSMN) For Its Yield? - Simply Wall St
Does It Make Sense To Buy Pressman Advertising Limited (NSE:PRESSMN) For Its Yield?  Simply Wall St

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Digital publishers want to grow non-advertising income as display revenue tanks - CampaignLive
Digital publishers want to grow non-advertising income as display revenue tanks  CampaignLive

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

On a new wicket: Why Indian brands are advertising in foreign leagues - Business Standard
On a new wicket: Why Indian brands are advertising in foreign leagues  Business Standard

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

WHITE PAPER: The increasing importance of clinical trial marketing advertising in patient recruitment - PMLiVE
WHITE PAPER: The increasing importance of clinical trial marketing advertising in patient recruitment  PMLiVE

Political Advertising on Facebook Is Different Than Normal Political Advertising - The Bulwark
Political Advertising on Facebook Is Different Than Normal Political Advertising  The Bulwark

Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost - Sacramento Bee
Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

5G Will Reshape Advertising Data - AdExchanger
5G Will Reshape Advertising Data  AdExchanger

Val Morgan launches programmatic advertising, brand refresh and content play - CMO
Val Morgan launches programmatic advertising, brand refresh and content play  CMO

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

Advertising Week joins exodus from Andrew's Pitch@Palace - More About Advertising
Advertising Week joins exodus from Andrew's Pitch@Palace  More About Advertising

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

See the Speech That Stunned a Canadian Ad Award Show Last Week - Muse by Clio
See the Speech That Stunned a Canadian Ad Award Show Last Week  Muse by Clio

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