Online advertising pricing can seem like a bit of a mystery

The pricing of online advertising is often difficult to understand. The cost of the same advert served to the same audience can be very different depending on when the advert runs.

This is because most online platforms, like Facebook and Google, use a real-time auction to set prices – in the space of milliseconds they let advertisers compete for which advert they will show to an online audience. So the more people trying to advertise to the same people at the same time, the higher the price (and conversely the price can be lower if few people are advertising).

Below is a video showing how Facebook works, but the principle is very similar for Google, Twitter and Instagram advertising:

So, unlike print advertising where you know exactly what circulation you get for your money, online advertising can vary in the number of views you get for your money. The advantages, however, are that you will know exactly how many people actually saw your advert (unlike print where you only know how many newspapers were printed) and you can set your budget to exactly what you want it to be (unlike print where they tell you how much you have to pay).

The other important factor is planning and buying correctly. This is where the expertise and experience of Turf comes in where we know how to get the best ‘bang for your buck’. Even then, we will have to estimate what exposure we will get you, and this uncertainty can be a bit disconcerting for some business owners.

But rest assured, online advertising still give great results and is one of the cheapest forms of advertising.


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