Is Buying Advertising Still Good Value?
Is Buying Advertising Still Good Value?
Andrew Long writes for a series of websites about advertising related issues. A main area for content covers advertising sales and media at http://www.myadbase.com and http://www.selling-advertising.com
The price for different types of advertising varies considerably. Of course, you can only pay what you can afford, but you should also take into consideration the return upon your investment.
There is no use wasting your money on cheap advertising methods if they do not perform. On the other hand, do not be scared away from using the more expensive advertising methods as these could turn out to be very successful and pay for themselves many times over.
Pay per click (PPC) advertising can be purchased for around 5p per click, or visitor, to your website. This type of advertising is inexpensive on a cost per person basis, but you should make sure you make a profit off those clicks or you are just throwing your money away. If the terms you bid on get a lot of traffic, you can go through money quickly.
Magazine advertising gives you the opportunity to promote brand awareness and get your product or company in front of targeted viewers. These ads can cost from $1000 to $10,000 per color page. This type of advertising requires a big investment up front with no guarantee it will pay off for you. Newspaper advertising is more affordable. You can place classified ads or buy large display ads. Your ad will be live much quicker when you place it in a newspaper as they have much shorter lead times than magazines. This allows you to test and refine your ads much faster.
Outdoor advertising is another option. You can display your product on mobile billboards on vehicles as they motor around the city. This could cost around $2000. Billboards will display your advertisement for $7000 to $9000 monthly. Results from these advertising methods are a little more difficult to track. Outdoor advertising has been used successfully for decades and is a good choice for companies that are the right match.
Do not count out radio and television advertising. These outlets can be very effective and can be affordable if you choose off peak time slots. The rates vary according to the length of your ad and the time of day you run it. An average 25-second radio ad can cost from $250 to $1000 weekly. As you can imagine television ads are much more expensive and you must factor in the cost of creating the video to display.
With all of these choices, you may be wondering which media outlet is a good match for your business. The only way you will know for sure is to place an advertisement and track the results. Much will depend upon your ad presentation. Smart marketers know the secret to success is constantly tweaking and tracking the results. A minor change in your ad can make a big difference in the response it receives.
If your budget allows, you can hire an ad agency to handle all of the details for you. You can even use PPC managers to set up and track your PPC campaigns. If you handle your ad scheduling yourself, a directory of decent media outlets is invaluable and can be found easily.
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