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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:[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. March / 05 / 2021

Advertisers prepare for Apple's changes - Business Insider
Advertisers prepare for Apple's changes  Business Insider

Ad Spending In The Video Advertising Segment Is Expected to Exceed $37 Billion In 2021 - PRNewswire
Ad Spending In The Video Advertising Segment Is Expected to Exceed $37 Billion In 2021  PRNewswire

Facebook Ends Ban on Political Advertising - The New York Times
Facebook Ends Ban on Political Advertising  The New York Times

Jungle Scout Adds Support for Amazon Advertising With $110 Million in Growth Capital - Adweek
Jungle Scout Adds Support for Amazon Advertising With $110 Million in Growth Capital  Adweek

Smart and White Ops Partner To Safeguard Digital Advertising from Fraud and Abuse - Rome News-Tribune
Smart and White Ops Partner To Safeguard Digital Advertising from Fraud and Abuse  Rome News-Tribune

Google’s rivals fret as the advertising cookie crumbles - Financial Times
Google’s rivals fret as the advertising cookie crumbles  Financial Times

DoubleVerify Detects New Ad Fraud Scheme On Connected TV Devices That’s Costing Advertisers Millions - Forbes
DoubleVerify Detects New Ad Fraud Scheme On Connected TV Devices That’s Costing Advertisers Millions  Forbes

Indianapolis Airport Authority and Lamar Advertising Company Ink Seven-year Deal - AviationPros.com
Indianapolis Airport Authority and Lamar Advertising Company Ink Seven-year Deal  AviationPros.com

Advertisers react to Google removing tracking from advertising - Business Insider
Advertisers react to Google removing tracking from advertising  Business Insider

Cloud Advertising Market Expected to Exceed $395 Billion By 2026 - PRNewswire
Cloud Advertising Market Expected to Exceed $395 Billion By 2026  PRNewswire

Gannett Will Promote Snapchat’s Advertising Platform to Small Businesses in the US, Canada - Adweek
Gannett Will Promote Snapchat’s Advertising Platform to Small Businesses in the US, Canada  Adweek

What Google's anti-tracking moves mean for advertisers - Business Insider
What Google's anti-tracking moves mean for advertisers  Business Insider

Prince William supervisors approve advertising tax rate that would hike bills - Inside NoVA
Prince William supervisors approve advertising tax rate that would hike bills  Inside NoVA

Safety Dance: Copyright and Advertising Guidance for Viral Dance Trends - JD Supra
Safety Dance: Copyright and Advertising Guidance for Viral Dance Trends  JD Supra

Nextech AR Joins the Interactive Advertising Bureau’s (IAB) Augmented Reality (AR) Board - MarTech Series
Nextech AR Joins the Interactive Advertising Bureau’s (IAB) Augmented Reality (AR) Board  MarTech Series

Pitt-Titusville marketing videos receive national education advertising awards - YourErie
Pitt-Titusville marketing videos receive national education advertising awards  YourErie

Once-in-a-Lifetime Advertising Opportunity for Brands to Pole-Position Themselves on a Disruptive Magnetizer to Attract New Clients Worldwide - Yahoo Finance
Once-in-a-Lifetime Advertising Opportunity for Brands to Pole-Position Themselves on a Disruptive Magnetizer to Attract New Clients Worldwide  Yahoo Finance

Is Anyone Still Watching Commercials? Here Are 5 Other Advertising Opportunities - Benzinga
Is Anyone Still Watching Commercials? Here Are 5 Other Advertising Opportunities  Benzinga

Arizona District Court Rules Dealership’s Advertising Violated TILA and Consumer Leasing Act - JD Supra
Arizona District Court Rules Dealership’s Advertising Violated TILA and Consumer Leasing Act  JD Supra

The Maryland Digital Advertising Tax And What It Means For You - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
The Maryland Digital Advertising Tax And What It Means For You - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

Lamar Advertising Company lands seven-year contract at Indianapolis International Airport - The Moodie Davitt Report - The Moodie Davitt Report
Lamar Advertising Company lands seven-year contract at Indianapolis International Airport - The Moodie Davitt Report  The Moodie Davitt Report

How to Start Creating the Change Advertising Needs - MarTech Series
How to Start Creating the Change Advertising Needs  MarTech Series

How meta advertising may be our saviour - The Drum
How meta advertising may be our saviour  The Drum

Google’s User-Tracking Crackdown Has Advertisers Bracing for Change - The Wall Street Journal
Google’s User-Tracking Crackdown Has Advertisers Bracing for Change  The Wall Street Journal

Google's interest-based user targeting to improve advertising impact: Experts - Mint
Google's interest-based user targeting to improve advertising impact: Experts  Mint

Judy Wald Found Talent for Advertising Agencies - The Wall Street Journal
Judy Wald Found Talent for Advertising Agencies  The Wall Street Journal

New Jersey Sues Smith & Wesson Over Its Gun Advertising - The New York Times
New Jersey Sues Smith & Wesson Over Its Gun Advertising  The New York Times

'It's our Y2K': Advertisers are freaking out that Apple's privacy changes will make it harder to tell if their ads are working - Business Insider
'It's our Y2K': Advertisers are freaking out that Apple's privacy changes will make it harder to tell if their ads are working  Business Insider

Esquire Advertising and Furniture First Announce Partnership to Bring Retailers Valuable Market Insights - WFMZ Allentown
Esquire Advertising and Furniture First Announce Partnership to Bring Retailers Valuable Market Insights  WFMZ Allentown

Blockgraph and TransUnion Partnering to Deliver Privacy-Focused Addressable Advertising Solutions to the Cross-Channel Video Marketplace - GlobeNewswire
Blockgraph and TransUnion Partnering to Deliver Privacy-Focused Addressable Advertising Solutions to the Cross-Channel Video Marketplace  GlobeNewswire

Protecting Consumers Against False Advertising: Lessons from the National Advertising Division - Lexology
Protecting Consumers Against False Advertising: Lessons from the National Advertising Division  Lexology

Is Massachusetts Poised to Pass a Tax on Digital Advertising? - JD Supra
Is Massachusetts Poised to Pass a Tax on Digital Advertising?  JD Supra

PCMA Unveils OMEGA National Television Advertising Campaign, Targeting Primary/Secondary Home Mortgage - Business Wire
PCMA Unveils OMEGA National Television Advertising Campaign, Targeting Primary/Secondary Home Mortgage  Business Wire

fuboTV Has Quickly Built a Valuable Advertising Business - Motley Fool
fuboTV Has Quickly Built a Valuable Advertising Business  Motley Fool

HBO Max promises 'elegant' advertising experience - FierceVideo
HBO Max promises 'elegant' advertising experience  FierceVideo

Piatt County advertising for new EMA director | News | journal-republican.com - Piatt County Journal-Republican
Piatt County advertising for new EMA director | News | journal-republican.com  Piatt County Journal-Republican

Roku's Big Advertising Opportunity in 2021 - Motley Fool
Roku's Big Advertising Opportunity in 2021  Motley Fool

Nielsen’s Agreement With Roku Will Accelerate Adoption Of Addressable TV Advertising - Forbes
Nielsen’s Agreement With Roku Will Accelerate Adoption Of Addressable TV Advertising  Forbes

FTC Orders E-Cigarette Manufacturers to Provide Advertising and Sales Information - Lexology
FTC Orders E-Cigarette Manufacturers to Provide Advertising and Sales Information  Lexology

(Stock Symbol: CURR) Launches National Television, Radio & Digital Advertising Campaign for Nutri-Strips - EIN News
(Stock Symbol: CURR) Launches National Television, Radio & Digital Advertising Campaign for Nutri-Strips  EIN News

Snapchat Announces New Partnership with Gannett to Reach More SMB Advertisers - Social Media Today
Snapchat Announces New Partnership with Gannett to Reach More SMB Advertisers  Social Media Today

Tinuiti Named a Walmart Advertising Partner as Part of Its Walmart Ecommerce Acceleration Program - AiThority
Tinuiti Named a Walmart Advertising Partner as Part of Its Walmart Ecommerce Acceleration Program  AiThority

We Really Appreciate Our Advertisers - Above the Law
We Really Appreciate Our Advertisers  Above the Law

Roku to acquire Nielsen's advanced video-advertising business - MarketWatch
Roku to acquire Nielsen's advanced video-advertising business  MarketWatch

Walmart, CVS, Instacart, Macy's advertising: Advertisers react - Business Insider
Walmart, CVS, Instacart, Macy's advertising: Advertisers react  Business Insider

Advertising/public relations alumni drive two-day 'Career Tips' effort - Penn State News
Advertising/public relations alumni drive two-day 'Career Tips' effort  Penn State News

How to Rise to the Challenge of Cookie-less Advertising - Adweek
How to Rise to the Challenge of Cookie-less Advertising  Adweek

Facebook Execs Talk Advertising, Apple, Privacy And Ray-Ban Smart Glasses - Deadline
Facebook Execs Talk Advertising, Apple, Privacy And Ray-Ban Smart Glasses  Deadline

ABA Launches Radio Advertising Campaign Encouraging Small Businesses to Apply for PPP Loans - ABA Banking Journal
ABA Launches Radio Advertising Campaign Encouraging Small Businesses to Apply for PPP Loans  ABA Banking Journal

Cross Platform and Mobile Advertising Market Latest Innovations, Demand and Future Projections with top Major Key Player like Google, Inc., Facebook, Inc., Apple Inc, etc – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Cross Platform and Mobile Advertising Market Latest Innovations, Demand and Future Projections with top Major Key Player like Google, Inc., Facebook, Inc., Apple Inc, etc – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Advertising Agency Billing Software Market 2021 Booming Worldwide | Analysis and Advancement Outlook by 2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Advertising Agency Billing Software Market 2021 Booming Worldwide | Analysis and Advancement Outlook by 2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

County approves bid advertising for courthouse rewiring project - Norfolk Daily News
County approves bid advertising for courthouse rewiring project  Norfolk Daily News

Maryland Digital Advertising Services Tax Delay Likely - The National Law Review
Maryland Digital Advertising Services Tax Delay Likely  The National Law Review

Sensory Advertising Claims: Whether it's More Comfy, Smells Worse, or Tastes Better, Back Up the Claim with Data - Lexology
Sensory Advertising Claims: Whether it's More Comfy, Smells Worse, or Tastes Better, Back Up the Claim with Data  Lexology

Retail advertising's growing pains - Business Insider
Retail advertising's growing pains  Business Insider

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change - CNBC
Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change  CNBC

The 6th Wave of Advertising Technology: Privacy - AdExchanger
The 6th Wave of Advertising Technology: Privacy  AdExchanger

Targeting Big Tech, Maryland becomes first state to tax digital advertising - CNN
Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

Silicon Valley-backed groups sue Maryland to kill country’s first-ever online advertising tax - The Washington Post
Silicon Valley-backed groups sue Maryland to kill country’s first-ever online advertising tax  The Washington Post

Australia won't advertise COVID-19 vaccine on Facebook but vows publicity - Reuters
Australia won't advertise COVID-19 vaccine on Facebook but vows publicity  Reuters

Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows - AdAge.com
Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows  AdAge.com

How brands and publishers can partner on data strategies in the privacy-first digital world - AdAge.com
How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

Alphabet revenue up 23% as core advertising business shows strong growth - CNBC
Alphabet revenue up 23% as core advertising business shows strong growth  CNBC

Here are the biggest Super Bowl advertisers of the last 11 years - CNBC
Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

Polish media suspend reporting to protest planned tax on advertising - POLITICO.eu
Polish media suspend reporting to protest planned tax on advertising  POLITICO.eu

10 Super Bowl spots from advertisers that don’t exist anymore - CNBC
10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads - The New York Times
Bruce Springsteen and Babies Star in Pandemic-Year Super Bowl Ads  The New York Times

‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos - Digiday
‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos  Digiday

LinkedIn Launches 6 Free Advertising Courses - Search Engine Journal
LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

Unilever to resume advertising on Facebook and Twitter - CNN
Unilever to resume advertising on Facebook and Twitter  CNN

What Big Tech’s scrutiny means for luxury advertising - Vogue Business
What Big Tech’s scrutiny means for luxury advertising  Vogue Business

Facebook's advertising integrity chief leaves company - Reuters
Facebook's advertising integrity chief leaves company  Reuters

Google Hit With 2nd Lawsuit Testing Its Monopoly Power — This One Over Digital Ads - NPR
Google Hit With 2nd Lawsuit Testing Its Monopoly Power — This One Over Digital Ads  NPR

Podcast advertising has a business intelligence gap - TechCrunch
Podcast advertising has a business intelligence gap  TechCrunch

2020: A Record Year for Political Advertising - Bowdoin News
2020: A Record Year for Political Advertising  Bowdoin News

The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments - Science Advances
The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments  Science Advances

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic - Digiday
How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic  Digiday

College advertising during COVID-19 draws criticism - Inside Higher Ed
College advertising during COVID-19 draws criticism  Inside Higher Ed

Is the internet advertising economy about to implode? - TechCrunch
Is the internet advertising economy about to implode?  TechCrunch

Turkey slaps advertising ban on Twitter, Pinterest - The Associated Press
Turkey slaps advertising ban on Twitter, Pinterest  The Associated Press

Is Amazon About To Take Over Online Advertising? - Forbes
Is Amazon About To Take Over Online Advertising?  Forbes

Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021 - Forbes
Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021  Forbes

Coca-Cola and Pepsi won't be advertising their namesake sodas during the Super Bowl - CNBC
Coca-Cola and Pepsi won't be advertising their namesake sodas during the Super Bowl  CNBC

Super Bowl Advertisers Face a Tricky Playing Field - Variety
Super Bowl Advertisers Face a Tricky Playing Field  Variety

How deepfakes could change fashion advertising - Vogue Business
How deepfakes could change fashion advertising  Vogue Business

How Total Spend by US Advertisers Has Changed, Over 20 Years - Visual Capitalist
How Total Spend by US Advertisers Has Changed, Over 20 Years  Visual Capitalist

Happy new year: Global advertising could break a record in 2021 - AdAge.com
Happy new year: Global advertising could break a record in 2021  AdAge.com

The future of advertising: 9 things marketers should expect to see in a world of ad blockers - AdAge.com
The future of advertising: 9 things marketers should expect to see in a world of ad blockers  AdAge.com

Pandemic boosts media consumption to fastest growth in years even as advertising and marketing spending falls - AdAge.com
Pandemic boosts media consumption to fastest growth in years even as advertising and marketing spending falls  AdAge.com

The News Trust Halo: How Advertising in News Benefits Brands - IAB - IAB
The News Trust Halo: How Advertising in News Benefits Brands - IAB  IAB

Advertising Litigation 2020: Ben & Jerry's Happy Cows, Oreo Real Cocoa & more - The National Law Review
Advertising Litigation 2020: Ben & Jerry's Happy Cows, Oreo Real Cocoa & more  The National Law Review

Google, Facebook and other online advertising giants will see blowout Q4, analysts predict - CNBC
Google, Facebook and other online advertising giants will see blowout Q4, analysts predict  CNBC

Local advertising will rebound steadily in 2021, new report predicts - AdAge.com
Local advertising will rebound steadily in 2021, new report predicts  AdAge.com

Facebook Boycott Aims To Derail $70 Billion Advertising Juggernaut - NPR
Facebook Boycott Aims To Derail $70 Billion Advertising Juggernaut  NPR

E-Mail 'What Does The CPRA Mean For Behavioral Advertising?' - AdExchanger
E-Mail 'What Does The CPRA Mean For Behavioral Advertising?'  AdExchanger

Ad Boycott of Facebook Keeps Growing - The New York Times
Ad Boycott of Facebook Keeps Growing  The New York Times

Podcast Advertising Is About Quality Over Quantity - Built In
Podcast Advertising Is About Quality Over Quantity  Built In

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