Online advertising is more dynamic than than traditional advertising. Online advertising allows for greater precision in message and more targeted reach. Most businesses structure and pay for online ads in one of two ways: pay-per-click advertising or fixed rate advertising.
Pay-per-click (PPC) is paying for an ad based solely on the amount of clicks it gets. A business can post multiple versions of the same ad and quickly see which gets the most clicks and make changes as needed. This is effective for those with a strict budget, as spending limits can be preset.
Fixed Rate is when businesses pay a set price for ads up front. This kind of advertising is used more often on content-focused sites where the target audience is likely already there.
In both cases, the ‘click’ goes to the business’s homepage or a content-specific landing page.
The first item, Semrush, "allows you to check the domain performance, visits, visits per page, visit duration, traffic rank, and so on." You'll find others when you google: competitive web traffic analysis "visits per page." You might use this to target where to place your ads.
This guide explains how to use the various types of social media ads to achieve business results while maximizing ad spend. This means really understanding who your target audience is, and knowing which social media tools to use to reach them.
Ad performance on Facebook by industry including:
-Average click-through rate (CTR)
-Average cost per click (CPC)
-Average conversion rate (CVR)
-Average cost per action (CPA)
In order to develop ads for Instagram, you also need a business Facebook account. See this link to understand your advertising options.
Like many social media sites, LinkedIn also relies on auctions to set pricing. This article details the advertising products LinkedIn offers.
This article lists costs for various Snapchat advertising products.
This links to an article about how advertising on TikTok works.
Twitter Ads complement a pre-existing content strategy. The promoted, paid content you create in your campaigns will appear as Promoted Tweets and/or Promoted Accounts. These will expose ads to a broad audience.
This is a commercial site, so they are trying to sell you on their services. However, there is also a lot of good information about the costs of advertising on various social media platforms. Scroll down to see what the costs are for Facebook, Twitter, LinkedIn, Instagram, YouTube and Pinterest.
YouTube separates the ads into what you want consumers to do, build awareness, build interest or take action.
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