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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 Wed. February / 28 / 2024

World Creative Rankings 2024: advertising's top companies, campaigns & people announced - The Drum
World Creative Rankings 2024: advertising's top companies, campaigns & people announced  The Drum

News outlets are collapsing as advertisers flock to social media platforms. It has major implications for society - CNN
News outlets are collapsing as advertisers flock to social media platforms. It has major implications for society  CNN

The Best Advertising Agency Starts With a Good Marriage - Inc.
The Best Advertising Agency Starts With a Good Marriage  Inc.

Perham business owner starts guerilla advertising campaign to grow customer base - INFORUM
Perham business owner starts guerilla advertising campaign to grow customer base  INFORUM

Baidu revenue grows 6% in Q4 as AI and advertising boost business - Reuters
Baidu revenue grows 6% in Q4 as AI and advertising boost business  Reuters

Serie A agrees five-year renewal to ISG virtual advertising contract - SportBusiness
Serie A agrees five-year renewal to ISG virtual advertising contract  SportBusiness

‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas - The Guardian US
‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas  The Guardian US

Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9% - AdExchanger
Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9%  AdExchanger

Hulu advertising reportedly blocks 'religious indoctrination' - Deseret News
Hulu advertising reportedly blocks 'religious indoctrination'  Deseret News

Amazon hints at post-cookie ad tech project called ID++ - Ad Age
Amazon hints at post-cookie ad tech project called ID++  Ad Age

Where do candidates stand as ND political advertising season begins? - KFYR
Where do candidates stand as ND political advertising season begins?  KFYR

Lamar Advertising Stock: High-Yielder Recently Hit Record High - Income Investors
Lamar Advertising Stock: High-Yielder Recently Hit Record High  Income Investors

Russian Lawmakers Pass Advertising Ban for 'Foreign Agents' - The Moscow Times
Russian Lawmakers Pass Advertising Ban for 'Foreign Agents'  The Moscow Times

ADVERTISING: Advertorial — Welcoming Washington Wine Month: The complex character of Washington wines - Coeur d'Alene Press
ADVERTISING: Advertorial — Welcoming Washington Wine Month: The complex character of Washington wines  Coeur d'Alene Press

PGA TOUR joins Coalition for Responsible Sports Betting Advertising - PGA TOUR
PGA TOUR joins Coalition for Responsible Sports Betting Advertising  PGA TOUR

Future of TV Briefing: DoubleVerify and Roku uncover CTV ad fraud scheme costing advertisers $7.5M per month - Digiday
Future of TV Briefing: DoubleVerify and Roku uncover CTV ad fraud scheme costing advertisers $7.5M per month  Digiday

Introducing NinaData WordIntent™ - A Breakthrough in Contextual Advertising with Generative AI - 24-7 Press Release
Introducing NinaData WordIntent™ - A Breakthrough in Contextual Advertising with Generative AI  24-7 Press Release

New advertising rules to stop foreign attacks on EU elections - Moonshot News
New advertising rules to stop foreign attacks on EU elections  Moonshot News

CDT Europe Joins EPD and Civil Liberties Union for Europe in Outlining Still-Needed Improvements for EU Regulation ... - Center for Democracy and Technology
CDT Europe Joins EPD and Civil Liberties Union for Europe in Outlining Still-Needed Improvements for EU Regulation ...  Center for Democracy and Technology

Budget conference: Senate side accepts lower allocation on advertising proposed constitutional amendments - Florida Politics
Budget conference: Senate side accepts lower allocation on advertising proposed constitutional amendments  Florida Politics

Lamar Advertising (NASDAQ:LAMR) PT Raised to $110.00 at Morgan Stanley - AmericanBankingNEWS
Lamar Advertising (NASDAQ:LAMR) PT Raised to $110.00 at Morgan Stanley  AmericanBankingNEWS

Fox employs Madhive's new local CTV political ad marketplace - StreamTV Insider
Fox employs Madhive's new local CTV political ad marketplace  StreamTV Insider

Advertisers Are On Edge, But IAS Is In Fine Fettle - AdExchanger
Advertisers Are On Edge, But IAS Is In Fine Fettle  AdExchanger

political newspaper specialized in European Union News. Unique Features: iSting & Harry StingThe European Sting ... - The European Sting
political newspaper specialized in European Union News. Unique Features: iSting & Harry StingThe European Sting ...  The European Sting

Facemoji Keyboard Collaborates With Microsoft Advertising to Provide Users With Enhanced Gen AI Experience - PR Newswire
Facemoji Keyboard Collaborates With Microsoft Advertising to Provide Users With Enhanced Gen AI Experience  PR Newswire

Mushroom Council advertising campaign targets mushroom loyalists - Produce Blue Book
Mushroom Council advertising campaign targets mushroom loyalists  Produce Blue Book

PGA Tour joins Coalition for Responsible Sports Betting Advertising - PGA Tour joins Coalition for Responsible Sports ... - Focus Gaming News
PGA Tour joins Coalition for Responsible Sports Betting Advertising - PGA Tour joins Coalition for Responsible Sports ...  Focus Gaming News

Hierarchy Advertising takes center stage at Houston's 62nd American Advertising Awards with a total of 26 accolades - PR Newswire
Hierarchy Advertising takes center stage at Houston's 62nd American Advertising Awards with a total of 26 accolades  PR Newswire

Details for PROMOTION--ADVERTISING - Ad from 2024-02-28 - Herald & Review
Details for PROMOTION--ADVERTISING - Ad from 2024-02-28  Herald & Review

Aaron Walton: Pioneering Diversity and Innovation in Advertising – A Riveting Legends & Leadership Conversation (Video) - MediaVillage
Aaron Walton: Pioneering Diversity and Innovation in Advertising – A Riveting Legends & Leadership Conversation (Video)  MediaVillage

Digital OOH Advertising Market Worth US$ 49.8 Billion During 2024-2032 - Exclusive Report by IMARC Group - EIN News
Digital OOH Advertising Market Worth US$ 49.8 Billion During 2024-2032 - Exclusive Report by IMARC Group  EIN News

Details for PROMOTION--ADVERTISING - Ad from 2024-02-28 - Herald & Review
Details for PROMOTION--ADVERTISING - Ad from 2024-02-28  Herald & Review

Radio Advertising Market Size, Share, Trends, Companies, Segments and Forecast 2024-2032 | Dentsu, Omnicom - EIN News
Radio Advertising Market Size, Share, Trends, Companies, Segments and Forecast 2024-2032 | Dentsu, Omnicom  EIN News

Spotsy Supervisors advertise a tax rate of 78.17 - Fredericksburg Free Press
Spotsy Supervisors advertise a tax rate of 78.17  Fredericksburg Free Press

Virtual Marketing, PR, Advertising Fair | Student Affairs - The University of Virginia
Virtual Marketing, PR, Advertising Fair | Student Affairs  The University of Virginia

Hackers Advertising New Version Of WarZone RAT On Hacking Forums - GBHackers
Hackers Advertising New Version Of WarZone RAT On Hacking Forums  GBHackers

Departure Media Airport Advertising celebrates successful first year with Kansas City International Airport ... - TravelDailyNews International
Departure Media Airport Advertising celebrates successful first year with Kansas City International Airport ...  TravelDailyNews International

Attention beyond views for creative effectiveness - Kantar
Attention beyond views for creative effectiveness  Kantar

Parliament adopts new transparency rules for political advertising - European Interest
Parliament adopts new transparency rules for political advertising  European Interest

Legal Advertising – Public Notices – Sheriff's Sale 2-28-2024 - New Pittsburgh Courier
Legal Advertising – Public Notices – Sheriff's Sale 2-28-2024  New Pittsburgh Courier

Millikin students earn American Advertising Awards for creative excellence - Millikin University
Millikin students earn American Advertising Awards for creative excellence  Millikin University

URiT Advertising Unveils New Slogan: 'Make America Proud Again - EIN News
URiT Advertising Unveils New Slogan: 'Make America Proud Again  EIN News

PGA Tour signs up to Coalition for Responsible Sports Betting Advertising - EGR Global
PGA Tour signs up to Coalition for Responsible Sports Betting Advertising  EGR Global

How Tom Burell made advertising with Black people, for Black people - WILL News - Illinois Public Media
How Tom Burell made advertising with Black people, for Black people  WILL News - Illinois Public Media

5 crucial insights from mobile leaders on privacy-first advertising - The Drum
5 crucial insights from mobile leaders on privacy-first advertising  The Drum

MAdtech Point: Data Clean Rooms as the curator in the digital advertising supply chain - Storyboard18
MAdtech Point: Data Clean Rooms as the curator in the digital advertising supply chain  Storyboard18

Madhive Launches Local CTV Market For Political Advertising - Next TV
Madhive Launches Local CTV Market For Political Advertising  Next TV

Huron Daily Tribune advertising director retiring after 35 years - Editor And Publisher Magazine
Huron Daily Tribune advertising director retiring after 35 years  Editor And Publisher Magazine

DoubleVerify Launches Pre-Bid 'Made for Advertising' (MFA) Tiered Categories for Elevated Brand Suitability - MarTech Series
DoubleVerify Launches Pre-Bid 'Made for Advertising' (MFA) Tiered Categories for Elevated Brand Suitability  MarTech Series

Ellen Ormesher and Kathryn Clare Join DeSmog to Investigate Advertising Industry - DeSmog
Ellen Ormesher and Kathryn Clare Join DeSmog to Investigate Advertising Industry  DeSmog

The Pitch: Advertising and marketing news for 2.27.24 - RichmondBizSense
The Pitch: Advertising and marketing news for 2.27.24  RichmondBizSense

Madhive Launches Local CTV Marketplace For Political Advertising - TV Technology
Madhive Launches Local CTV Marketplace For Political Advertising  TV Technology

The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV - BeetTV
The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV  BeetTV

PGA Tour Joins Coalition for Responsible Sports Betting Advertising - Covers
PGA Tour Joins Coalition for Responsible Sports Betting Advertising  Covers

Vizio's smart TV platform business keeps growing in Q4 - StreamTV Insider
Vizio's smart TV platform business keeps growing in Q4  StreamTV Insider

Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore - Skift Travel News
Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore  Skift Travel News

Campaign Chemistry: The New York Times global chief advertising officer Joy Robins - Campaign US
Campaign Chemistry: The New York Times global chief advertising officer Joy Robins  Campaign US

CTV advertising in India set to witness 47 percent growth; hitting around $395 million by 2027 - Storyboard18
CTV advertising in India set to witness 47 percent growth; hitting around $395 million by 2027  Storyboard18

iQIYI's Mixed Financial Fortunes: Membership Stability, Advertising Growth, Content Revenue Dip - BNN Breaking
iQIYI's Mixed Financial Fortunes: Membership Stability, Advertising Growth, Content Revenue Dip  BNN Breaking

Google: Apple rejected Microsoft Bing deal over quality worries - Search Engine Land
Google: Apple rejected Microsoft Bing deal over quality worries  Search Engine Land

What’s the future of advertising? Ask Sora - ETBrandEquity
What’s the future of advertising? Ask Sora  ETBrandEquity

Warner Bros. Sales Miss as TV Advertising Continues to Fall - Bloomberg
Warner Bros. Sales Miss as TV Advertising Continues to Fall  Bloomberg

Cineplex Digital Media Signs Digital Signage and Advertising Contract with Cominar in Quebec - Yahoo Finance
Cineplex Digital Media Signs Digital Signage and Advertising Contract with Cominar in Quebec  Yahoo Finance

The marketer's moment: an essential guide to advertising measurement in 2024 - The Drum
The marketer's moment: an essential guide to advertising measurement in 2024  The Drum

Walmart's latest fight with Amazon is digital advertising - Yahoo Finance
Walmart's latest fight with Amazon is digital advertising  Yahoo Finance

Looking to expand your online presence? Glenside Local can help you advertise - Glenside Local
Looking to expand your online presence? Glenside Local can help you advertise  Glenside Local

Madhive Launches Local CTV Marketplace For Political Advertising - PR Web
Madhive Launches Local CTV Marketplace For Political Advertising  PR Web

Tannenbaum leaves IPG’s That Lot for social agency Kairos - More About Advertising
Tannenbaum leaves IPG’s That Lot for social agency Kairos  More About Advertising

PGA TOUR JOINS COALITION FOR RESPONSIBLE SPORTS BETTING ADVERTISING - The Golf Wire
PGA TOUR JOINS COALITION FOR RESPONSIBLE SPORTS BETTING ADVERTISING  The Golf Wire

Councilor proposes unified design code for outdoor advertising in Bishkek - AKIpress
Councilor proposes unified design code for outdoor advertising in Bishkek  AKIpress

PGA Tour Named Coalition for Responsible Betting Ads Member - SBC Americas
PGA Tour Named Coalition for Responsible Betting Ads Member  SBC Americas

Grubhub sued by LA County for false advertising and unfair business practices - CBS Los Angeles
Grubhub sued by LA County for false advertising and unfair business practices  CBS Los Angeles

Expert raises concerns about ad placement on NYT's 'The Daily': 'It does sort of boggle my mind' - The Cool Down
Expert raises concerns about ad placement on NYT's 'The Daily': 'It does sort of boggle my mind'  The Cool Down

Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent - Missouri Independent
Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent  Missouri Independent

Successful Ramadan advertising relies on authenticity and engaging storytelling - Campaign Middle East
Successful Ramadan advertising relies on authenticity and engaging storytelling  Campaign Middle East

Australian Audio Advertising Soars: 90% Agencies Embrace, Streaming and Podcasts Lead 2024 Trends - BNN Breaking
Australian Audio Advertising Soars: 90% Agencies Embrace, Streaming and Podcasts Lead 2024 Trends  BNN Breaking

Bloomberg Media, MG OMD, UM and Woo are 2023 Digiday Awards Europe winners - Digiday
Bloomberg Media, MG OMD, UM and Woo are 2023 Digiday Awards Europe winners  Digiday

Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse - GoLocalProv
Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse  GoLocalProv

Rethinking Advertising Budgets: TV's Unmatched Impact Versus Out-of-Home Media - BNN Breaking
Rethinking Advertising Budgets: TV's Unmatched Impact Versus Out-of-Home Media  BNN Breaking

Bishkek chief architect complains about disorderly installation of advertisements and cameras by property owners ... - AKIpress
Bishkek chief architect complains about disorderly installation of advertisements and cameras by property owners ...  AKIpress

GA4 updates Advertising workspace to simplify reporting - Search Engine Land
GA4 updates Advertising workspace to simplify reporting  Search Engine Land

‘Celebration Tour’: Madonna Vows to Fight “False Advertising” Lawsuit / Removes Lut... - ThatGrapeJuice
‘Celebration Tour’: Madonna Vows to Fight “False Advertising” Lawsuit / Removes Lut...  ThatGrapeJuice

2024 is a huge year for political advertising. What does that mean for other advertisers? - Insider Intelligence
2024 is a huge year for political advertising. What does that mean for other advertisers?  Insider Intelligence

Why Google Gave Advertisers Insight To Audit Ads 02/27/2024 - MediaPost Communications
Why Google Gave Advertisers Insight To Audit Ads 02/27/2024  MediaPost Communications

Russia’s parliament approves bill banning advertising on websites of ‘foreign agents’ - ThePrint
Russia’s parliament approves bill banning advertising on websites of ‘foreign agents’  ThePrint

Creative Realities and IceBox Retail Media Network Partner to Revolutionize In-Store Advertising - Marketscreener.com
Creative Realities and IceBox Retail Media Network Partner to Revolutionize In-Store Advertising  Marketscreener.com

Now is the time to be confident in the soft power of cultural relevance - Creativebrief
Now is the time to be confident in the soft power of cultural relevance  Creativebrief

Why Salomon wants its advertising to be more than just 'sports action porn' - The Drum
Why Salomon wants its advertising to be more than just 'sports action porn'  The Drum

Warner Bros. Touches All-Time Low on Ad Woes, Studio Weakness - Yahoo Finance
Warner Bros. Touches All-Time Low on Ad Woes, Studio Weakness  Yahoo Finance

‘It was deceptive advertising’: Killeen man warning others, says he was sold used solar panels - KWTX
‘It was deceptive advertising’: Killeen man warning others, says he was sold used solar panels  KWTX

AI is disrupting ads: here’s what Coach and Lil Nas X are doing with it - More About Advertising
AI is disrupting ads: here’s what Coach and Lil Nas X are doing with it  More About Advertising

Meta's Ad Manager Glitch Causes Ad Prices to Soar - Business Insider
Meta's Ad Manager Glitch Causes Ad Prices to Soar  Business Insider

How the Pentagon Learned to Use Targeted Ads to Find Its Targets—and Vladimir Putin - WIRED
How the Pentagon Learned to Use Targeted Ads to Find Its Targets—and Vladimir Putin  WIRED

Is Cimpress PLC (CMPR) The Right Choice in Advertising Agencies? - InvestorsObserver
Is Cimpress PLC (CMPR) The Right Choice in Advertising Agencies?  InvestorsObserver

New Google ad policy bans fake endorsements like the notorious 'Shark Tank keto gummies' - Mashable
New Google ad policy bans fake endorsements like the notorious 'Shark Tank keto gummies'  Mashable

Google unveils major Search Partner Network update as it removes opt-out option - Search Engine Land
Google unveils major Search Partner Network update as it removes opt-out option  Search Engine Land

Germany's ProSiebenSat.1 and RTL Deutschland join forces in advertising technology - IBC365
Germany's ProSiebenSat.1 and RTL Deutschland join forces in advertising technology  IBC365

JPMorgan Chase & Co. Increases Lamar Advertising (NASDAQ:LAMR) Price Target to $109.00 - AmericanBankingNEWS
JPMorgan Chase & Co. Increases Lamar Advertising (NASDAQ:LAMR) Price Target to $109.00  AmericanBankingNEWS

As the cookies crumbles, it’s time for brands to brush-up on contextual advertising | News - Campaign Asia
As the cookies crumbles, it’s time for brands to brush-up on contextual advertising | News  Campaign Asia

FTC to ban Avast from selling browsing data for advertising purposes - BleepingComputer
FTC to ban Avast from selling browsing data for advertising purposes  BleepingComputer

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