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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. May / 21 / 2019

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Google changes policy on abortion advertising  BBC News

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R&D Spending Has Dramatically Surpassed Advertising Spending  Harvard Business Review

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Juniper Research: Advertising Fraud Losses to Reach $42 Billion in 2019, Driven by Evolving Tactics by Fraudsters  Yahoo Finance

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Online Advertising - How to Make It 100% Effective?  AiThority

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Tachyon Burst: Can Ethereum And Glimpse Protocol Fix Digital Advertising?  Crypto Briefing

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Four Out-Of-Home Advertising Trends At DSE 2019 - Forbes
Four Out-Of-Home Advertising Trends At DSE 2019  Forbes

At this year's Digital Signage Expo in Las Vegas, some of the biggest concepts in the OOH advertising industry came together.


Fox News Hires New Head of Advertising Sales - Hollywood Reporter
Fox News Hires New Head of Advertising Sales  Hollywood Reporter

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Retailers Should Consider Whether Behavioral Advertising Is Sale of Information Under CCPA  JD Supra

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Chicago advertising giant Leo Burnett names Liz Taylor chief creative officer - Crain's Chicago Business
Chicago advertising giant Leo Burnett names Liz Taylor chief creative officer  Crain's Chicago Business

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Controversial billboard advertising abortion goes up in Colorado  KWCH

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Quorum's Integrated Platform Opens New Dimension for Out-of-Home Advertising, Synchronizing Billboards, Mobile and Social Ads, and OOH Response Data - MarTech Series
Quorum's Integrated Platform Opens New Dimension for Out-of-Home Advertising, Synchronizing Billboards, Mobile and Social Ads, and OOH Response Data  MarTech Series

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How to Leverage Your Alumni Network to Land a Job in Advertising - Adweek
How to Leverage Your Alumni Network to Land a Job in Advertising  Adweek

This is not just a cliché, either: A 2016 survey revealed that a whopping 85% of jobs are filled via networking. If you want to get a job, particularly in a ...


After Clive Palmer's $60 million campaign, limits on political advertising are more important than ever - The Conversation AU
After Clive Palmer's $60 million campaign, limits on political advertising are more important than ever  The Conversation AU

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Richland County commissioners ponder online legal advertising | News  Richland Source

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Coming to Terms With the Realities of Working in Advertising  Adweek

There is unlimited potential for all those big-game commercials, full-spread ads and viral videos to be credited to you in time, but you'll soon realize that lessons ...


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Social advertising channels 2019: Growth, trends, spend  ClickZ

New report finds that spend on Pinterest ads is up 107% since last year, and Instagram ad spend up 44%. Meanwhile, CTRs have fallen by 37%. Key insights for ...


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How CEO Of Arnold Is Bringing A New Perspective To Advertising By Thinking More Like A Creator  Forbes

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Satan's shifty advertising methods change more than fads and trends  Brunswick News

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Asia Regulatory Roundup: TGA Releases Advertising Breach 'Stop Clock' Policies as Legal Case Advances  Regulatory Focus

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PhRMA: Drug advertising rules would confuse patients  USA TODAY

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Fastest Growing Companies 2. Peter Mayer Advertising  New Orleans CityBusiness

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Hulu Has a Massive Advertising Opportunity  The Motley Fool

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Tubi Names Graseck VP East Coast Advertising Sales  Broadcasting & Cable

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Advice On How To Deal With Advertisers In Trouble  Radio & Television Business Report

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Calvin Klein apologizes for Bella Hadid kiss with Lil Miquela  AdAge.com

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2019 Data-Driven Marketing & Advertising Outlook  Marketing Land

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How Pinterest plans to attract more self-serve advertisers  AdAge.com

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Justin Bieber's deodorant deal, and Apple's Cannes Lions honor: Tuesday Wake-Up Call  AdAge.com

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This Company Made Millions Advertising Trump Coins on Facebook  thesportsdaily.com

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What we know about how political parties use Facebook advertising – and what we don't  The Conversation - UK

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More Data On Amazon's Advertising Business  Seeking Alpha

At the initial stage, the advertising direction of Amazon is growing faster than the growth of AWS. Preservation of the trend means that in three years the adve.


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Steelers appeal denial of advertising within Heinz Field seats  Tribune-Review Archive

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Why APAC's Advertising Industry should Prepare for In-App Header Bidding  ExchangeWire

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Advertising on Planet Vulcan  Adweek

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Walmart's battle with Amazon has new fronts: Digital ads and A.I.  CNBC

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Remembering Grumpy Cat's prolific advertising career—from Friskies to Grumppuccino  AdAge.com

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Opinion: The (misguided) push for a digital advertising tax  AdAge.com

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Lancaster County student advertising designs are winner in LNP  LancasterOnline

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Twitter accidentally shared user data with advertising partner  Fox News

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Further Thoughts on the Proposed DTC Advertising Drug Pricing Rule  Lexology

To the surprise of almost nobody, the Centers for Medicare & Medicaid Services finalized their proposed direct-to-consumer advertising regulation the…


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East Coast publisher breathing new life into local advertising  Newspapers and Technology

For many local newspapers, social media — namely Facebook — plays a major role. However, the social media giant is continually changing its algorithms ...


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On Facebook, Trump’s ad spending tops every Democratic rival  The Mercury News

President Donald Trump's campaign has spent almost $5 million on Facebook advertising this year. Among Democrats, Elizabeth Warren and Kamala Harris ...


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Spain's ombudsman urges total ban on gambling advertising  CalvinAyre.com

Spain's ombudsman urges the government to impose a total ban on gambling advertising, especially online gambling, with a carve-out for state-run lotteries.


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When it comes to consulting firms, some advertisers aren’t convinced  Digiday

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Lachlan Murdoch: Advertising Boycotts Have No Financial Impact on Fox News  Variety

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Lamar Advertising Company (REIT) (LAMR) Stock Next Stop, $82.14?  GV Times

It has been reported that multiple insider activity took place at Lamar Advertising Company (REIT) (LAMR). Director REIFENHEISER THOMAS V sold 4,000 ...


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Fox Pounds Start-Up Drums In Pitching New Business And Advertising Approach  Deadline

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The Big-Tech Backlash Is Coming for Digital Advertising in Travel  Skift

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Measurement Standardization Will Save Mobile Advertising: PubMatic  Branding in Asia Magazine

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The Luupe seeks to bring the female gaze to advertising  Quartz

More images captured by women means more people are seeing the world the way women do, with a different appreciation for what's beautiful, down to ...


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Why Sellers.json is a Major Leap Forward in Transparent Programmatic Advertising  MarTech Series

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Facebook prepares advertisers for when users 'clear history' - AdAge.com
Facebook prepares advertisers for when users 'clear history'  AdAge.com

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Why Pepsi is embracing a challenger brand status  Fast Company

VP of marketing Todd Kaplan talks about the brand's Super Bowl boost, and how being a challenger is actually a marketing advantage.


What advertisers need to know about supply path optimization - AdAge.com
What advertisers need to know about supply path optimization  AdAge.com

Supply path optimization help ad buyers handle resellers, duplicate auctions and more.


TripAdvisor prepares to woo advertisers outside travel and hospitality - AdAge.com
TripAdvisor prepares to woo advertisers outside travel and hospitality  AdAge.com

TripAdvisor is building up its advertising revenue team as it pitches its platform to advertisers outside of the travel and hospitality sectors.


Advertising Coin (ADVC Token): Legit Cryptocurrency Investment? - Bitcoin Exchange Guide
Advertising Coin (ADVC Token): Legit Cryptocurrency Investment?  Bitcoin Exchange Guide

Advertising Coin (ADVC) is a decentralized digital asset that operates on the Ethereum blockchain. ADVC seeks to become the prime means of payment in ...


False election claims spark push for truth in political advertising laws - The Guardian
False election claims spark push for truth in political advertising laws  The Guardian

Integrity campaigners say falsehoods spread through campaign, particularly by United Australia party ads, are 'intolerable'


Formetco Advances Ease of Out-Of-Home Advertising Buys Through Integration with Adomni - Yahoo Finance
Formetco Advances Ease of Out-Of-Home Advertising Buys Through Integration with Adomni  Yahoo Finance

LAS VEGAS, May 20, 2019 /PRNewswire-PRWeb/ -- Formetco recently announced the successful integration of its new enterprise software F360 CMS with the ...


New York Times Company Continues to Add Online Subscribers as Digital Advertising Grows - The New York Times
New York Times Company Continues to Add Online Subscribers as Digital Advertising Grows  The New York Times

The New York Times Company on Wednesday reported first-quarter results that were better than expected, as gains in digital advertising and subscriptions ...


One of Cincinnati’s largest marketing firms adds to C-suite - Cincinnati Business Courier
One of Cincinnati’s largest marketing firms adds to C-suite  Cincinnati Business Courier

One of the largest marketing firms in Greater Cincinnati has announced its third C-suite hire in less than a year.


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View: A Commitment To Responsible Advertising Of Sports Betting  Legal Sports Report

The American Gaming Association just released its new code for marketing legal sports betting, with a commitment to pushing responsible gaming. The AGA ...


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PlayOJO's £10m advertising campaign to reinforce core brand proposition  CasinoBeats

Online casino operator PlayOJO has embarked upon a new multi million pound advertising campaign, spanning television, radio, out of home and digital.


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Opinion | These Ads Think They Know You  The New York Times

Nearly every ad you see online is tailored just for you. These digital ads are powered by vast, hidden datasets that allow advertisers to make eerily accurate ...


Clean.io raises $2.5M to fight malicious advertising - TechCrunch
Clean.io raises $2.5M to fight malicious advertising  TechCrunch

Existing approaches to blocking malicious advertising aren't working — at least according to digital ad veteran Seth Demsey. That should resonate with anyone ...


Target rebrands digital-advertising business as Roundel - Star Tribune
Target rebrands digital-advertising business as Roundel  Star Tribune

Target Corp. does more than just sell merchandise to shoppers. Since 2016, it also has operated a separate, in-house media company that creates digital ...


US digital advertising exceeded $100B in 2018 (IAB report) - TechCrunch
US digital advertising exceeded $100B in 2018 (IAB report)  TechCrunch

Digital ad spending in the United States exceeded $100 billion for the first time last year, according to the latest internet advertising report from the Interactive ...


AXIS Launches Refreshed Brand and Logo, New Website and Brand Awareness Advertising Campaign - Business Wire
AXIS Launches Refreshed Brand and Logo, New Website and Brand Awareness Advertising Campaign  Business Wire

AXIS Capital Holdings Limited (“AXIS Capital” or “the Company”) (NYSE:AXS) announced today that it has launched a refreshed brand, logo and website. T.


Jeanine Pirro's Fox News Show Has Lost Advertisers Since Suspension - Hollywood Reporter
Jeanine Pirro's Fox News Show Has Lost Advertisers Since Suspension  Hollywood Reporter

'Justice w/ Judge Jeanine' has lost nearly 20 percent of its advertising load since the host got out of the penalty box for criticizing Muslim Rep. Ilhan Omar ...


Tag Archives: peter mayer advertising - New Orleans CityBusiness
Tag Archives: peter mayer advertising  New Orleans CityBusiness

In order to become one of the fastest-growing companies in the area over the past three years, with a 116 percent growth rate, executives had to be nimble and ...


Advertisers Pack into Game of Thrones Season 8 Finale in U.K. - Wall Street Journal
Advertisers Pack into Game of Thrones Season 8 Finale in U.K.  Wall Street Journal

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Starbucks may have gotten billions in free advertising from 'Game of Thrones' gaffe - New York Post
Starbucks may have gotten billions in free advertising from 'Game of Thrones' gaffe  New York Post

The "Game of Thrones” coffee cup gaffe may have given Starbucks $2.3 billion in free advertising — even though it didn't belong to the java giant.


Starbucks got an estimated $2.3 billion in free advertising from 'Game of Thrones' gaffe, and it wasn't even its coffee cup - CNBC
Starbucks got an estimated $2.3 billion in free advertising from 'Game of Thrones' gaffe, and it wasn't even its coffee cup  CNBC

Starbucks got free advertising over the last few days after a modern-day coffee cup was spotted in a "Game of Thrones" episode — and it turns out it wasn't even ...


Hempstead Town Proposing Vaping Advertisement Restrictions - Wantagh, NY Patch
Hempstead Town Proposing Vaping Advertisement Restrictions  Wantagh, NY Patch

Hempstead Town Proposing Vaping Ad Restrictions - Wantagh-Seaford, NY - The town would severely limit advertising for the products within 1000 feet of ...


AI sends wakeup call to advertising how can they use it? - Real Business
AI sends wakeup call to advertising how can they use it?  Real Business

AI is a great new advancement in business technology, and guess what? It's telling the advertising industry to roll its sleeves up.


Advertisers fear losing consumers who snap away their Facebook history - AdAge.com
Advertisers fear losing consumers who snap away their Facebook history  AdAge.com

Marketers are trying to understand how Facebook's new "clear history" tool will impact their ability to reach consumers who delete their tracks on the social ...


Amalie Arena's namesake, Amalie Oil Co., faces false advertising lawsuit - Tampa Bay Times
Amalie Arena's namesake, Amalie Oil Co., faces false advertising lawsuit  Tampa Bay Times

Two Florida residents allege that Amalie Oil Co.'s motor oil line XCEL Premium is falsely advertised as safe for cars despite its executives speaking to the ...


Google parent Alphabet’s stock tumbles on slow advertising growth - Washington Post
Google parent Alphabet’s stock tumbles on slow advertising growth  Washington Post

The firm said growth in advertising sales slowed to 15 percent from a year earlier.


$10 Billion In Annual U.S. DTC Healthcare Advertising Indicates Merging Of Patient And Consumer - Forbes
$10 Billion In Annual U.S. DTC Healthcare Advertising Indicates Merging Of Patient And Consumer  Forbes

Recently, the renowned bioethicist Art Caplan commented on the merging of the terms patient and consumer, and physician and provider. I am sympathetic to ...


Lockport agency offers free advertising materials to groups helping kids - Buffalo News
Lockport agency offers free advertising materials to groups helping kids  Buffalo News

J. Fitzgerald Group, a Lockport advertising agency, has participated in the advertising industrys annual CreateAthon 11 times before, but this year the agency …


The Future of Display Advertising - Marketing Land
The Future of Display Advertising  Marketing Land

Display is a key tool in the digital marketing playbook. But the landscape is rapidly changing, as emerging adtech formats – including in-banner video, dynamic ...


Sucking a man's finger to taste Doritos chips is not sexual harassment, SA advertising regulator rules - Business Insider South Africa
Sucking a man's finger to taste Doritos chips is not sexual harassment, SA advertising regulator rules  Business Insider South Africa

The advertising regulator said it is not the “taste police”.


Amazon's advertising sales growth is slowing down - CNBC
Amazon's advertising sales growth is slowing down  CNBC

Amazon's ad sales are still growing, but much slower than before.


TV Fans Stream Video to Escape Ads. Madison Avenue Is Racing to Catch Up - Variety
TV Fans Stream Video to Escape Ads. Madison Avenue Is Racing to Catch Up  Variety

Consumers race to digital video for fewer ads, but they might find tailored pitches instead.


Remembering Doris Day and her influence on music in advertising - AdAge.com
Remembering Doris Day and her influence on music in advertising  AdAge.com

Actress, singer and activist Doris Day died Monday at 97 years old. During her course of a long and prolific career, she starred in films, musicals, sitcoms and ...


Companies Continue To Stumble Over Racially Offensive Advertising Campaigns - NPR
Companies Continue To Stumble Over Racially Offensive Advertising Campaigns  NPR

In the wake of a racially-insensitive ad by Ancestry, NPR's Ari Shapiro talks with Nikole Hannah-Jones, a race and culture reporter for The New York Times ...


Be smart, advertisers. Here’s how to approach rising Google brand CPC - Marketing Land
Be smart, advertisers. Here’s how to approach rising Google brand CPC  Marketing Land

Branded keywords, or keywords that include the name of the advertiser bidding on those keywords, have long been a source of controversy in the paid search ...


The Insidious Effects Of Advertising - NPR
The Insidious Effects Of Advertising  NPR

How many ads have you encountered today? On this week's radio show, we discuss the insidiousness of advertising in American media.


US Digital Advertising Market Presents Huge Opportunity for Yelp - Market Realist
US Digital Advertising Market Presents Huge Opportunity for Yelp  Market Realist

Advertising is Yelp's bread and butter. Advertising dollars are shifting from traditional media such as television, newspaper, and radio to online, which is good ...


Pot 101 Update: What are the rules for advertising recreational marijuana in California? - PolitiFact
Pot 101 Update: What are the rules for advertising recreational marijuana in California?  PolitiFact

Driving down a busy street in South Sacramento, signs advertising cannabis deliveries can be seen every few blocks. On one there is a picture of a pineapple, ...


Pinterest Targeting Massive Advertising Opportunity - Seeking Alpha
Pinterest Targeting Massive Advertising Opportunity  Seeking Alpha

Pinterest has a strong product for advertisers, with its users coming to find, pin, and potentially purchase things. They have a strong user base domestically,


Comcast's FreeWheel creates programmatic OTT marketplace for local TV advertisers - Digiday
Comcast's FreeWheel creates programmatic OTT marketplace for local TV advertisers  Digiday

In the latest example of companies bridging traditional TV advertising into the digital realm, Comcast's created a digital video marketplace for advertisers.


Inside MTC's 2019 Spring Gala, Honoring Advertising Pioneer Nancy Coyne - Playbill.com
Inside MTC's 2019 Spring Gala, Honoring Advertising Pioneer Nancy Coyne  Playbill.com

The May 13 gala featured performances from Broadway's Ain't Too Proud, Be More Chill, Hadestown, and more.


Spanish Ombudsman calls for gambling advertising ban - iGaming Business
Spanish Ombudsman calls for gambling advertising ban  iGaming Business

A senior figure in Spanish politics has called for an all-out ban on commercial gambling advertising and review of licensing regulations. Francisco Fernández ...


EBay Denies Rumors It Will Start Accepting Crypto, Despite Advertising at Crypto Event - Cointelegraph
EBay Denies Rumors It Will Start Accepting Crypto, Despite Advertising at Crypto Event  Cointelegraph

EBay has denied rumors that it is going to start accepting cryptocurrency as a payment method, according to a Bloomberg report on May 14. Speculation has ...


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