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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. May / 07 / 2021

Lerner Advertising To Receive Two Golden Gavel Awards - PRNewswire
Lerner Advertising To Receive Two Golden Gavel Awards  PRNewswire

Preeminent Orange County Advertising and Marketing Agency Loses Pioneer President - PRNewswire
Preeminent Orange County Advertising and Marketing Agency Loses Pioneer President  PRNewswire

Bragg, lottery's advertising lead, leaves for Texas - Northwest Arkansas Democrat-Gazette
Bragg, lottery's advertising lead, leaves for Texas  Northwest Arkansas Democrat-Gazette

Advertising and strategic communications to move to school of business - Lindenlink
Advertising and strategic communications to move to school of business  Lindenlink

Diversity in Advertising: Avoid The Obvious 05/06/2021 - MediaPost Communications
Diversity in Advertising: Avoid The Obvious 05/06/2021  MediaPost Communications

ViacomCBS beats quarterly revenue estimates on streaming, advertising boost - Reuters.com
ViacomCBS beats quarterly revenue estimates on streaming, advertising boost  Reuters.com

CannaCraft settles false advertising case for $250,000 - Santa Rosa Press Democrat
CannaCraft settles false advertising case for $250,000  Santa Rosa Press Democrat

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

Facebook pushes back advertising meetings after Oversight Board ruling - Business Insider
Facebook pushes back advertising meetings after Oversight Board ruling  Business Insider

AMC Networks Execs See Streaming As Top Revenue Source By 2025, Hail Return Of ‘The Walking Dead’ Production After Mixed Q1 Financial Report – Update - Deadline
AMC Networks Execs See Streaming As Top Revenue Source By 2025, Hail Return Of ‘The Walking Dead’ Production After Mixed Q1 Financial Report – Update  Deadline

OAAA logo (PRNewsfoto/Out of Home Advertising Association) - NBC Right Now
OAAA logo (PRNewsfoto/Out of Home Advertising Association)  NBC Right Now

Legislation would prohibit marijuana advertising in Idaho - KXLY Spokane
Legislation would prohibit marijuana advertising in Idaho  KXLY Spokane

The Future of Digital Out of Home Advertising - MarketScale
The Future of Digital Out of Home Advertising  MarketScale

The Evolved Value Exchange of Advertising in 2021 - AiThority
The Evolved Value Exchange of Advertising in 2021  AiThority

FTC Workshop: “Bringing Dark Patterns to Light” | Proskauer - Advertising Law - JDSupra - JD Supra
FTC Workshop: “Bringing Dark Patterns to Light” | Proskauer - Advertising Law - JDSupra  JD Supra

Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising - AdExchanger
Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

Advertising Alert - Influencers May Now Benefit from SAG-AFTRA's New Agreement - Lexology
Advertising Alert - Influencers May Now Benefit from SAG-AFTRA's New Agreement  Lexology

New anti-marijuana advertising, promotion ban bill passes Senate, 21-14... - Idaho Press-Tribune
New anti-marijuana advertising, promotion ban bill passes Senate, 21-14...  Idaho Press-Tribune

Apple's Views On Advertising And Monetization Are Dictating Events Both Past and Present - Digital Information World
Apple's Views On Advertising And Monetization Are Dictating Events Both Past and Present  Digital Information World

BA Returns to Advertising as It Takes to the Skies Once Again - Adweek
BA Returns to Advertising as It Takes to the Skies Once Again  Adweek

6-Hour Virtual Seminar on FDA Scrutiny of Promotion and Advertising Practices - 2021 Webinar - ResearchAndMarkets.com - Galveston County Daily News
6-Hour Virtual Seminar on FDA Scrutiny of Promotion and Advertising Practices - 2021 Webinar - ResearchAndMarkets.com  Galveston County Daily News

Bank of America upgrades Zynga as video game company pushes into advertising - CNBC
Bank of America upgrades Zynga as video game company pushes into advertising  CNBC

10 Best Advertising Stocks to Buy Now - Yahoo Finance
10 Best Advertising Stocks to Buy Now  Yahoo Finance

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

Advertising revenue rebounds strongly for British broadcaster ITV - Reuters UK
Advertising revenue rebounds strongly for British broadcaster ITV  Reuters UK

E-Commerce Boom Is Here to Stay, and Digital Advertisers Are Noticing - GOBankingRates
E-Commerce Boom Is Here to Stay, and Digital Advertisers Are Noticing  GOBankingRates

Thursday Sector Laggards: Shipping, Advertising Stocks - Nasdaq
Thursday Sector Laggards: Shipping, Advertising Stocks  Nasdaq

Amazon Advertising Reports 2021 Guide - Jungle Scout
Amazon Advertising Reports 2021 Guide  Jungle Scout

Yelp beats expectations as diners, advertisers return - MarketWatch
Yelp beats expectations as diners, advertisers return  MarketWatch

Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live - SpaceNews
Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

Cannacraft, INC., Settles False Advertising Claim For CBD Products In Sonoma County - Patch.com
Cannacraft, INC., Settles False Advertising Claim For CBD Products In Sonoma County  Patch.com

Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory' - AdAge.com
Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

FDIC Seeks Public Comments To Sign And Advertising Rule - JD Supra
FDIC Seeks Public Comments To Sign And Advertising Rule  JD Supra

Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys - Promo Marketing
Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys  Promo Marketing

Dear Dave Magazine Stops Advertising for a Subscription Model – WWD - WWD
Dear Dave Magazine Stops Advertising for a Subscription Model – WWD  WWD

TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place - Deadline
TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place  Deadline

Advertising Mogul And Veteran Television Personality Donny Deutsch Launches First Podcast With Kast Media - PRNewswire
Advertising Mogul And Veteran Television Personality Donny Deutsch Launches First Podcast With Kast Media  PRNewswire

World Changing Ideas Awards 2021: Advertising Finalists and Honorable - Fast Company
World Changing Ideas Awards 2021: Advertising Finalists and Honorable  Fast Company

In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports - PRNewswire
In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports  PRNewswire

Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars - PRNewswire
Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars  PRNewswire

Signal tried to use Facebook's targeted advertising data against it - Engadget
Signal tried to use Facebook's targeted advertising data against it  Engadget

Connecticut senators vote to block deceptive advertising by crisis pregnancy centers in long-running clash over abortion - Hartford Courant
Connecticut senators vote to block deceptive advertising by crisis pregnancy centers in long-running clash over abortion  Hartford Courant

Billy Lewis The 7 Figure Digital Advertising Consultant - Influencive
Billy Lewis The 7 Figure Digital Advertising Consultant  Influencive

Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship - University of Arkansas Newswire
Alexis Campbell Selected as 2021 Recipient of American Advertising Federation Scholarship  University of Arkansas Newswire

Advertisers Weigh Shifting Budgets to Video, Audio As TV Ratings Fall - Business Insider
Advertisers Weigh Shifting Budgets to Video, Audio As TV Ratings Fall  Business Insider

How Artificial Intelligence Is Revolutionizing the Advertising Industry - BBN Times
How Artificial Intelligence Is Revolutionizing the Advertising Industry  BBN Times

Greenwashing: Lawsuit Charges Oil Companies with False Advertising - EHS Daily Advisor - EHS Daily Advisor
Greenwashing: Lawsuit Charges Oil Companies with False Advertising - EHS Daily Advisor  EHS Daily Advisor

Phrase match is now the same across Microsoft Advertising and Google Ads; Wednesday’s daily brief - Search Engine Land
Phrase match is now the same across Microsoft Advertising and Google Ads; Wednesday’s daily brief  Search Engine Land

TVB Statement on Advertising to Mother's Day Shoppers - GlobeNewswire
TVB Statement on Advertising to Mother's Day Shoppers  GlobeNewswire

Catchy billboards advertising 100k sweepstake raise money for Meals On Wheels Atlanta - CBS46 News Atlanta
Catchy billboards advertising 100k sweepstake raise money for Meals On Wheels Atlanta  CBS46 News Atlanta

Spectrum to help advertisers reach multicultural audiences - Rochester Business Journal
Spectrum to help advertisers reach multicultural audiences  Rochester Business Journal

FY 2020 Digital Video Advertising Spend Report - IAB
FY 2020 Digital Video Advertising Spend Report  IAB

For Work or Play, Biggie Billboards Reinvents the Mobile Advertising Industry With Removable, Replaceable Banners - WhatTheyThink
For Work or Play, Biggie Billboards Reinvents the Mobile Advertising Industry With Removable, Replaceable Banners  WhatTheyThink

Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC - AdExchanger
Why Cohorts Have Always Been Advertising's Future – Long Before Google's FLoC  AdExchanger

Ad Campaign Duration: How Long Does Advertising Take to Work? - Business 2 Community
Ad Campaign Duration: How Long Does Advertising Take to Work?  Business 2 Community

Senate panel takes up anti-marijuana advertising bill... - Idaho Press-Tribune
Senate panel takes up anti-marijuana advertising bill...  Idaho Press-Tribune

‘Inflection point’: Microsoft’s GM of Global Advertising Business on privacy, ad business growth - Digiday
‘Inflection point’: Microsoft’s GM of Global Advertising Business on privacy, ad business growth  Digiday

Amazon Joins New Advertisers On The Q India – PRNewswire - PRNewswire
Amazon Joins New Advertisers On The Q India – PRNewswire  PRNewswire

Teachers honored in new billboard campaign from Lamar Advertising - 13WHAM-TV
Teachers honored in new billboard campaign from Lamar Advertising  13WHAM-TV

Facebook: The Difference Diversity Makes in Online Advertising | The 2021 MAKERS Conference - Yahoo Sports
Facebook: The Difference Diversity Makes in Online Advertising | The 2021 MAKERS Conference  Yahoo Sports

Contextual Advertising Market Size, Growth, Trends, and Regional Outlook by 2026 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Contextual Advertising Market Size, Growth, Trends, and Regional Outlook by 2026 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Idaho Senate Passes Bill (SB 1218) To Ban Marijuana Advertising - High Times
Idaho Senate Passes Bill (SB 1218) To Ban Marijuana Advertising  High Times

UM School of Journalism and New Media IMC team wins second place in student advertising competition - School of Journalism and New Media - Ole Miss News
UM School of Journalism and New Media IMC team wins second place in student advertising competition - School of Journalism and New Media  Ole Miss News

Local businesses alerted to advertising scam - Daily Journal Online
Local businesses alerted to advertising scam  Daily Journal Online

As Decision on Trump Looms, Facebook Preps Its Advertisers - The Wall Street Journal
As Decision on Trump Looms, Facebook Preps Its Advertisers  The Wall Street Journal

Is Quotient Technology Inc (QUOT) a Winner in the Advertising Agencies Industry? - InvestorsObserver
Is Quotient Technology Inc (QUOT) a Winner in the Advertising Agencies Industry?  InvestorsObserver

Lamar Advertising (NASDAQ:LAMR) Hits New 1-Year High After Analyst Upgrade - MarketBeat
Lamar Advertising (NASDAQ:LAMR) Hits New 1-Year High After Analyst Upgrade  MarketBeat

No Cheat Codes Here - Deceptive Gameplay Marketing in Mobile Game Advertising - Lexology
No Cheat Codes Here - Deceptive Gameplay Marketing in Mobile Game Advertising  Lexology

How to Make Money with Scoreboard Advertising - Campus Rec Magazine
How to Make Money with Scoreboard Advertising  Campus Rec Magazine

YouTube's linked TV advertising will be more shoppable thanks to a new update - Digital Information World
YouTube's linked TV advertising will be more shoppable thanks to a new update  Digital Information World

Global Social Media Contextual Advertising Market Foraying into Emerging Economies 2020-2026 | – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Social Media Contextual Advertising Market Foraying into Emerging Economies 2020-2026 | – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

RRD Marketing Solutions Positioned Among Top Global Advertising and Marketing-Services Agencies in the 77th Ad Age Agency Report - MarTech Series
RRD Marketing Solutions Positioned Among Top Global Advertising and Marketing-Services Agencies in the 77th Ad Age Agency Report  MarTech Series

A Huge Thanks To ATL’s Advertisers - Above the Law
A Huge Thanks To ATL’s Advertisers  Above the Law

Apollo’s $5 Billion Bet on Yahoo Aims to Go Beyond Advertising - Yahoo Finance
Apollo’s $5 Billion Bet on Yahoo Aims to Go Beyond Advertising  Yahoo Finance

Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded. - The New York Times
Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

With advertising spending back, here’s why WPP is an economic-recovery play - MarketWatch
With advertising spending back, here’s why WPP is an economic-recovery play  MarketWatch

Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak - CNBC
Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

Verizon Media launches Next-Gen Solutions, the future of ID-less advertising - Verizon Communications
Verizon Media launches Next-Gen Solutions, the future of ID-less advertising  Verizon Communications

Researchers Uncover Advertising Scam Targeting Streaming-TV Apps - The Wall Street Journal
Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

Facebook allows advertisers to target children interested in smoking, alcohol and weight loss - The Guardian
Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

How Walmart is pitching advertisers - Business Insider
How Walmart is pitching advertisers  Business Insider

As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity - Adweek
As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

2020/2021 IAB Internet Advertising Revenue Report - IAB
2020/2021 IAB Internet Advertising Revenue Report  IAB

In the Roaring Twenties, Ads Make a Comeback - The New York Times
In the Roaring Twenties, Ads Make a Comeback  The New York Times

With ads like these, does Tucker Carlson benefit Fox News? - Los Angeles Times
With ads like these, does Tucker Carlson benefit Fox News?  Los Angeles Times

Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case - The Wall Street Journal
Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

Discover a new advertising approach to help reach new players - GamesIndustry.biz
Discover a new advertising approach to help reach new players  GamesIndustry.biz

Microsoft Advertising's New Features & More Digital Marketing News - Search Engine Journal
Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

Oscars 2021: Advertisers Spend Millions On Least-Watched Ceremony Ever - Forbes
Oscars 2021: Advertisers Spend Millions On Least-Watched Ceremony Ever  Forbes

Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe - PRNewswire
Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe  PRNewswire

Disney and ad-tech firms agree to privacy changes for children’s apps. - The New York Times
Disney and ad-tech firms agree to privacy changes for children’s apps.  The New York Times

Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging - S&P Global
Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging  S&P Global

Apple to boost ads business as iPhone changes hurt Facebook - Financial Times
Apple to boost ads business as iPhone changes hurt Facebook  Financial Times

Microsoft says LinkedIn topped $3 billion in ad revenue in the last year, outpacing Snap and Pinterest - CNBC
Microsoft says LinkedIn topped $3 billion in ad revenue in the last year, outpacing Snap and Pinterest  CNBC

These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights - The New York Times
These C.E.O.s Didn't Sign Onto a Letter Defending Voting Rights  The New York Times

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

Best Advertising Agencies for 2021 - Investopedia
Best Advertising Agencies for 2021  Investopedia

This Group Wants to ‘Ban Surveillance Advertising’ - WIRED
This Group Wants to ‘Ban Surveillance Advertising’  WIRED

How a stay-at-home year accelerated three trends in the advertising industry - CNBC
How a stay-at-home year accelerated three trends in the advertising industry  CNBC

The Time for Diversity in Advertising Is Now - Entrepreneur
The Time for Diversity in Advertising Is Now  Entrepreneur

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