The price of setting up online advertising on a turnkey basis

Advertisers and advertising platforms for publishing ads offer 3 models for paying for traffic:

• for actions or applications (CPA or CPL) – from 5 euros/application;
• per impression (CPM) – from 4 euros/1000 impressions;
• per click (CPC) – from 0.20 euros/click.

Each payment plan has benefits for certain types of businesses. The choice of one format or another depends on the marketing strategy that the company is implementing. Choose tools based on your personal goals and objectives. Combine different traffic sources and test new hypotheses, because an integrated and original approach to an advertising campaign is the main guarantee of its success.

Cost per click (CPC) format

With the CPC format, every time a user clicks on an advertisement, you will be charged money. The scheme is highly popular due to transparency for the advertiser and the site owner – each party is interested in the effectiveness of the campaign. The main disadvantage of the CPC model is the often high cost per click. During auctions, the rate per click reaches 10 €, and in some niches this value exceeds 70 €.

CPC is suitable for:

• new advertising;
• ads with low attractiveness;
• publications on advertising resources;
• advertisements on the search network;
• remarketing (in rare cases).

Advantages of CPC:

• high reliability;
• simple traffic calculation;
• payment only for the transition.

iFish specialists will calculate the click budget for your business and select the payment format.

Cost per impression (CPM) format

The CPM format involves withdrawing funds for each user viewing an ad. This does not take into account the possibility that the user did not notice your publication. Mostly they buy packages of 1000 impressions – their cost starts from 4 euros. Depending on the competition and topic, the price increases. There is also a second price auction, in which the advertiser pays the price specified by the closest competitor, with a minimum advertising platform increment. In this case, the price for impressions may exceed 50€.

CPM is suitable for:

• publications in thematic and specialized blogs;
• social network groups with high activity;
• promotion of free services and goods;
• remarketing;
• image advertising.

Advantages of CPM:

• if you win, the ad occupies the entire ad block;
• high CTRs allow you to save money without changing clicks;
• serves as the basis for bids at auctions.

CPM advertising does not guarantee an increase in traffic and applications, but it directly affects brand awareness.

Pay per target action and lead: CPA or CPL

CPL is a payment model for each lead generated by traffic. This could be a person who left personal contact information (for example, telephone or email). Funds are usually withdrawn only after the potential client has entered the information specified in the offer. CPA is a payment model for an action that has been pre-designated by the advertiser. It can be:

• personal data left;
• registration on the service;
• watching videos;
• file upload;
• subscription to a service, etc.

Pay-per-target pays 10 to 100 times more than the standard CPL model. The cost of CPA payment models ranges from 10 to 200 €. Depending on the topic and competition, advertising revenue can reach several thousand euros.

Which advertising payment model is better?

Each payment model should be selected individually depending on the budget and business goals. Eg:

• To increase awareness, the CPM format is suitable – you can predict the advertising campaign and receive the maximum number of impressions for the available budget;
• to attract traffic to the site, use the CPC format – thanks to this you will get the maximum number of clicks at the minimum price;
• for product promotion (online stores, sales of mono-products, etc.), CPA and CPL are suitable – formats will ensure optimization of cash spending and a maximum of applications at a minimum cost.

To use CPA, you need at least 15 conversions within a given advertising campaign, so it cannot be used at the initial stage. CPC is used in search and the Display Network, while CPM temporarily works only in Display Network. At the auction, both types of advertisements are reduced to the same denominator and compete with each other. The basis is the fee for 1000 impressions.

The formula for calculating the fee for CPC is as follows:

cost per click * 1000 * CTR / 100

For example, we have a CPM ad with a cost of 0.17 € per 1000 impressions and a CPC ad with a cost of 0.10 € per click. Their click-through rate is identical and amounts to 0.14%. To determine a competing price, CPC needs 0.10*1000*0.14/100. As a result, we will receive 0.14€ per 1000 impressions. When choosing a payment format, focus on the most profitable option for your business. Contacting a marketer will not only save you money, but also guarantee the implementation of your main goals.

Recently, the popularity of advertising among bloggers has increased significantly. Experts say that it will soon become the most effective method of promoting goods and services. Newbies’ attempts to understand pricing usually end in vain. One blogger offers an exorbitant price, the second has advertising that is 5 times cheaper, and the third is ready for barter cooperation. How to explain such dissonance? The advertising price for each blogger is individual and depends not only on the number of subscribers.

One key factor is engagement rate (ER). It is calculated using the formula:

ER = (reactions/subscribers)*100%

The normal rate of engagement for a blog with 500 subscribers is 15%, for 5000 – about 7%, for a millionaire – up to 3%. Also, the price of advertising is influenced by statistics, proportionality of advertising costs and other factors. Prices for SMM marketing range from 100 to several million euros.

Opinion leaders on social networks are divided into 2 types:

1. Micro-influencers . The category includes bloggers from 1000 to 100,000 subscribers. Representatives of small and medium-sized businesses prefer to cooperate with micro-influencers.
2. Macro influencers . This category includes million-dollar blogs: movie stars, pop stars, sports stars, the Internet, etc. The cost of bloggers with 100 thousand subscribers or more is much higher, so they work mainly with large businesses.

There is no base price tag for blogger advertising, but we will look at the average rates for different social networks.

Price for advertising for bloggers on Instagram

The average cost of an advertising post on Instagram can be calculated by the number of subscribers. For example, blogger Anastasia Ivleeva has about 20 million subscribers. The cost of advertising on her blog is at least 20 thousand euros. But if you turn, for example, to Yuri Dyudya with an audience of 5 million, you will be surprised – he will demand no less than 20 thousand euros. If he agrees to native advertising on his blog. The formation of advertising prices is influenced not only by the number of subscribers a blogger has, but also by the quality of the audience. Even if a blogger is a millionaire, but mostly teenagers follow him, he will not be able to increase the price tag to the level of a blog with several hundred paying viewers. However, the average price tag for advertising on an Instagram blog with 10,000 to 100,000 followers is 100€.

Cost of advertising for bloggers on Facebook

According to statistics, about 14% of comments and likes on Facebook are generated by bots. This leads to poor ROI for an advertising campaign, so blogs for advertising must be chosen carefully.

The average cost of advertising on Facebook is best calculated using the formula:

(Reach/3)/74 = cost of advertising in euros.

Keep in mind that reach is not the number of subscribers, but the number of views on posts.

Cost of advertising for bloggers on YouTube

Video advertising on YouTube is considered one of the most expensive. It requires the involvement of several specialists and significant effort. A high-quality video on YouTube is more reminiscent of a professional show, the price of which should be appropriate. For YouTube, the number of views is more important than the number of subscribers. Let’s look at prices using real examples:

• advertising mention on an auto-themed channel (audience up to 4 million) – 630 €;
• product or service review – 800€;
• advertising in a culinary video blog (number of subscribers up to 3 million) – 400 €.

The average cost of advertising (including a link to the advertised content) on a YouTube blog with an audience of up to 1 million subscribers is 650 €. Please note that the platform has advertising retention obligations. For example, you can stipulate that advertisements will remain on your blog for a year – the advertisement will be shown every time you view it.

Setting up an advertising campaign involves performing a set of works. At the initial stage, an analysis of the business and competitors, setting goals and objectives of the advertising campaign are carried out.

Among the main tasks of setting up advertising:

• formation and coordination of basic keywords;
• parsing using Google databases;
• cleaning of the strategic language and its coordination;
• creating a list of USPs;
• creating advertisements;
• setting up your personal account and bidder;
• export and moderation;
• setting up analytical systems;
• advertising campaign analysis.

Additionally, upon personal request, display media is connected, video and audio advertising is launched, and outdoor advertising is generated. The cost of setting up advertising depends on the scope of work, region and business topic. The minimum cost for setting up an ad starts from 250€.

An audit of an advertising campaign is necessary to identify the weaknesses and strengths of advertising, find opportunities to improve it or reduce the budget. Audit information will allow you to increase the number of orders by 3 times and reduce the cost by up to 30%. You will also receive recommendations for further growth.

You should order an audit if:

1. You think that contextual advertising is not effective for your business.
2. You are not satisfied with the results of the advertising campaign.
3. You did the setup yourself and you are not sure of its effectiveness.
4. The advertising campaign budget is too large and you want to reduce it.
5. You don’t know the cost of attracting 1 client from advertising or want to reduce it.
6. You don’t know which keys produce results and which ones waste your budget.

After the audit, you will receive a detailed list of recommendations with arguments and consequences, a well-developed advertising structure, a detailed improvement strategy and other means to increase efficiency.
The price of an advertising campaign audit depends on the size of the account, the number of languages and countries of targeting. Prices start from 270€. It is possible to provide a detailed video analysis or conduct a personal consultation. In this case, the price is discussed individually. 76% of advertising campaigns do not bring conversions. You deserve better – iFish experts will make advertising a profitable investment.

Remarketing is a type of advertising that is shown only to users who have previously visited your site. It allows you to attract the attention of the current audience to the product and improve interaction with potentially interested users.

There are several types of remarketing:

• on the Google Display Network – demonstrations for those who have previously visited a commercial resource;
• in social networks – advertising using teasers and banners in the feed;
• in search results – interception from competitors when searching for a product or service;
• for videos – displaying content based on videos watched;
• dynamic retargeting – displaying products reviewed or added to cart;
• behavioral retargeting – showing products that are potentially interesting to the user.

There is also a level remarketing service that allows you to collect more data about the client and further increase sales by 7-30%. The price of remarketing is affected by its type, competition in the niche and the income level of your target audience.

The traffic price (per click) for different types of remarketing is:

• from 0.06€ to 0.1€ for Google Display Network;
• from 0.0024€ for YouTube video remarketing;
• for search engines depending on the cost of transition for a specific niche.

The cost of setting up and running remarketing is from 300 € per month. It is possible to order the service in combination with other advertising offers.

Contextual advertising is a type of advertising in which ads are shown to audiences based on their search queries or interests. After launching contextual advertising, the number of conversions increases to 40%. The contextual advertising service includes several items:

1. Collection of the semantic core. Masks and semantics are collected, and inappropriate requests are deleted.
2. Creation of advertisements. Advertisements and extensions are prepared, texts and headlines are written, and pictures are collected. All data is agreed with the client.
3. Setting up advertising campaigns. Google download files are generated, advertising campaigns are uploaded to your personal account. All types of promotions and advertising account are configured.
4. Setting up analytics systems and tracking conversions. Connecting and setting up Google Analytics. The goals of the advertising campaign are set and a site usability audit is conducted.
5. Conducting advertising campaigns. Conducted A/B testing, optimization of strategy and ads as needed. Traffic cleaning, bid control and semantic expansion are carried out. The client is provided with regular reports.

The price of contextual advertising depends on the chosen tariff and the scope of work.

Advertising consultation will help you identify mistakes in promotion, increase its effectiveness and properly manage your advertising campaign. We conduct online consultations in video format. We do a detailed analysis and answer all your questions. Consultation is necessary in several cases:

• if you want to set up advertising yourself;
• if you plan to conduct an advertising campaign yourself;
• if you want to understand what advertising to choose for your business;
• if you want to understand why agency services are needed.

To order a consultation you will spend from 50 €/hour. The price depends on the type and direction of consultation.

The price of advertising is variable – there is no universal cost for all types of advertising campaigns. The price depends on several factors:

• size of the site being promoted – for a landing page the cost will be lower than for a catalog with thousands of items;
• competition in a niche – the higher the competition, the more expensive the promotion;
• subject matter – sites in popular themes are promoted easier and faster than little-known areas;
• type of advertising – depending on the type of advertising campaign and the chosen platform, the price of the service is determined.

The cost increases if there is an urgent need to set up an advertising campaign. Also, the price depends on the type of services chosen: only setting up/running an advertising campaign or a comprehensive tariff.

Keep in mind that a range of services allows you to save money and get better results.

To evaluate the effectiveness of advertising, you can use analytical web tools. One of the most popular is Google Analytics.

Online tools allow you to track user movements on the site and view basic data:

• CR (conversion rate);
• the value of the conversion, the income received from it and progress towards the goal;
• number of conversions and targeted visitors;
• behavioral parameters – viewing depth, bounces, time on the site.

It is better to evaluate the results 4-6 days after the launch of advertising. It is optimal to combine and compare data from Ads Manager and the selected analytics tool. The advanced report will allow you to calculate the cost of conversion, ROMI and other important parameters. iFish included in the cost of advertising placement its further analytics and adjustments in case of insufficient effectiveness. Contacting specialists is the key to the success of an advertising campaign. We guarantee the selection of the optimal strategy for your budget and achievement of established goals.

To order setting up and running advertising or to get advice, call the contact number.