Improving conversion rates for B2B landing pages can be challenging, but with the right strategy and approach, it is possible to achieve significant results.

As a programmatic agency that has spent millions of dollars on paid media, we have deep knowledge of what works. Whilst we are not a CRO agency, we do help advise our clients on what works. By producing landing pages that are highly optimized, you will have a better chance of converting users. B2B audiences are especially time-poor. They want information quickly and have high standards in finding quality information that will help them in their journey to buying products and services.

Here are some tips to help you improve conversion rates for B2B landing pages.

Target Audience

Before diving deep into the details of on-page CRO, ensure you understand your audience. In-depth audience research will help you identify what your b2b audience is looking for. You should conduct stakeholder interviews, this will help you position your product/service area to drive more leads and conversions from your site.

Put yourself in potential customers’ shoes- it’s key to realizing conversion rate goals! Craft content for the user first. Think about your USPs and make sure they shine through.

Use Clear, Compelling Headlines

You only have a few seconds to capture your user’s attention – make them count! Crafting an eye-catching yet informative headline is key in drawing users to your landing page. Be sure it clearly conveys the benefit of what you’re offering and leaves viewers wanting more.

Persuasive copy

Persuasive copy will guide the user in the right direction. It sounds simple but make sure spelling is spot on and there are no grammatical errors. For some people, this is unforgivable and looks unprofessional.

Ensure Lead Gen Forms are Simple

There is a balancing act between asking for too much information and putting off users with too many fields. Keep it easy and straightforward. Clear labels, relevant sample text, and an easily located submit button will help visitors quickly make their way through, increasing your conversion rates.

Social Proof

Just like in B2C marketing, B2B buyers want to see social proof. Positive endorsements from customers, so make sure you’re showcasing those glowing customer testimonies for maximum impact. The difference between B2B and B2C is that you’ll want more detailed case studies proving you have already succeeded with others. This is your opportunity to incorporate all your USPs through a real-world situation.

Leverage Lead Magnets

Lead magnets are an excellent way for you to get something back by giving something away. Making your lead magnet more specific to the audience you’re targeting can be one of the best ways to increase conversion rates. By taking a precise and tailored approach, it’s possible for businesses to dramatically improve their results when reaching out for leads. Example lead magnets can be tools, calculators, whitepapers, videos and even ebooks.

The basics

In addition to the above, you’ll also want to ensure the look and feel of your site is clean and uncluttered. Make sure your site speed is fast; no one likes to wait for pages to load for a lifetime.
Sounds simple, but once a customer has filled out a form, ensure your sales team is following those leads appropriately. Just because someone fills out a form does not mean they are ready to buy, you need to nurture the lead, moving them through a sales funnel from MQL (marketing qualified lead) to SQL (sales qualified lead).

Tracking

Use Google Analytics and other analytics tools like Omniture, which will help you identify where users are entering the site, where they leave and what they do.
Hotjar is also an excellent tool which provides heat maps, so you can see where users are clicking, use this data to inform the design, look and feel of your landing pages to drive more efficient leads.

Start With High Traffic Pages

Focus on the pages with the most traffic first and work your way down; getting high-traffic pages optimized for conversions will ensure your work is more effective.

Targets

Conversion rates will vary depending on your industry, how complex the solution you are selling and how long the sales cycle is. Generally, you want to aim for around 1-3% for the B2B industry. Set targets and monitor this over time, taking note of the changes you have made and how they affect conversion rates over time.

Optimize for Mobile

With the increasing popularity of mobile devices, optimizing your landing pages for mobile is essential. This includes using a responsive design, ensuring that the text is easy to read, and using images and videos that are optimized for mobile.

A/B Testing

Use A/B testing to optimize your landing pages: A/B testing is a powerful tool for conversion rate optimization. You can determine which changes are most effective for improving conversions by testing different versions of your landing page.

Optimize for the Funnel

Use landing pages tailored to specific sales funnel stages: By creating landing pages tailored to particular stages of the sales funnel, you can increase the likelihood of conversions. For example, a landing page tailored to the sales funnel‘s awareness stage should provide a general overview of your product or service. In contrast, a landing page tailored to the decision stage of the sales funnel should give detailed information about your product or service.

Use Images & Video

Images and videos can be powerful tools for conversion rate optimization. They can be used to showcase your product or service, providing a visual representation of what you’re offering. They also help break up the page allowing users to absorb more information and improve time spent, all helping to drive a lower cost per lead/sale.

Conclusion

In conclusion, improving conversion rates for B2B landing pages requires a strategic approach, but it will undoubtedly make your paid media efforts across Linkedin, Google Ads and Programmatic advertising more effective. Simple math, doubling your conversion rate will make your paid media twice as efficient.

If you want an honest opinion on your landing pages speak to our programmatic experts, we’d love to help your business drive more sales!

PPC (pay-per-click) advertising, such as Google ads, can be a valuable tool for informing your link-building strategy.

By analyzing the performance of your PPC campaigns, you can gain valuable insights into which keywords and pages are driving the most traffic and conversions.

Tapping into valuable insights from your paid media efforts is a great way to improve your SEO.

Guest Posting

PPC data can help you identify websites that are relevant to your industry and have a large audience. By guest posting on these websites, you can build links back to your website, which can help to improve your search engine rankings and improve your overall domain authority, which is a valuable metric that Google uses to define whether or not your site is worthy of appearing on the first page of the SERPs. Also, guest posting can help you build relationships with other website owners and influencers in your industry.

Digital PR

To maximize the bang for your marketing buck, make sure that PPC and PR work together in harmony. Analyzing data from your campaigns helps you identify which pages of your website are driving conversions – use this intelligence to craft outreach plans targeting media influencers such as journalists who will promote your content through digital channels!

The power of PPC keywords and phrases

Leveraging the power of PPC and link-building together can help you get a clear view on which keywords are driving the highest traffic levels and conversions. Analyzing your existing PPC data provides valuable insights in terms of what words have proved to be effective: use those same key phrases when building links for an even stronger SEO performance!

Identify your strongest pages

Unlock the power of PPC data to supercharge your link-building efforts! Identify which landing pages are delivering you the most conversions, and use that knowledge as a starting point for building links. Increase rankings on key pages to drive further traffic – and ultimately more conversion success – back to your website.

Low performing pages

Ok, what about the other way around now?

With PPC data, it’s possible to identify pages with underperforming metrics that still contain substantial promise. Whether the page requires more attention or further optimization, these insights can be invaluable in taking your site’s performance to new heights!

Ride the buzz wave

Leverage your pay per click data to uncover potential content ideas and capitalize on trending topics. Dive into campaigns that are performing above average and explore the associated keywords further—this could inspire timely, relevant pieces of content tailored towards capturing audience attention.

Our London-based PPC agency is here to help you take your link-building strategy to the next level. Whether it’s an existing campaign in need of a boost or preparations for something brand new – our team of local experts is just one call away! Let us guide the way and ensure your projects meet their full potential.

If you’re looking for help with digital marketing growth, engaging, and acquiring customers at scale, you’ve come to the right place.

Our agency of growth marketers has a team of experts who can assist you in all areas of paid marketing growth across big-hitting channels such as:

Facebook Ads, Google Ads / Paid Search, YouTube advertising, TikTok, Quora, Pinterest, and of course, programmatic display, native & video.

We power these platforms fueled with buyer research and a data-driven approach for improved performance marketing.

We help companies in a range of different industry verticals and varying sizes.

Our team of growth marketers will work with you to create a business growth plan that fits your unique needs and help accelerate growth, serving as the foundation to helping you scale with a strategic vision and a clear road map.

Growth Marketing Platform built by Growth Marketers

We’ll work with proven marketing strategies, starting from the ground up and moving quickly towards success.

From building your foundation to launching your first campaign! We achieve tangible growth goals step-by-step with a relentless focus on testing, optimising, and retesting our process to find what works for you.

At Advant Technology, growth marketing is all about growing our clients’ businesses through customer acquisition, improved customer lifetime value and maximising customer retention.

Let’s talk about Growth Marketing

Fact, traditional marketing techniques don’t work as well anymore.

The same old tactics are just too limited. Sure, you might get some results with some paid search, a bit of SEO, and even some Facebook ads.

Returns are diminishing, though, and you’re probably not going to scale as much as you could.

Growth marketing, by contrast, is evidence-based. It focuses on being customer-centric, not company-centric. It’s about being strategic, first, not just tactical campaign driven. It’s more than just acquisition.

It’s also about looking at retention and up-selling, it’s a compound shift from opinion to evidence-based, and instead of having fixed annual plans, it’s about having an agile marketing operation. 

So what does this mean for your business, and how can we help you become a growth marketing-driven business?

Growth hackers are constantly testing new strategies to find the best ways of reaching their customers.

The growth marketing field is a constantly changing and evolving space. Our agency stays abreast of these changes to focus on your business.

As technology advances, so too does the sophistication of campaigns for brands looking to grow their customer base through experimentation with different content formats, platforms and content.

Using the most sophisticated marketing technology available, our growth marketers can track what content is seen by different user segments and when.

This allows them to create highly optimised strategies for each identified group of users, going down as far as an individual level with personalised messages tailored just right!

Marketers can craft highly personalised campaigns that reach users across multiple channels with deep personalisation. This enables them to follow the user’s own behavioral cues for optimal growth strategies that will be optimised based on what each person does individually instead of being one size fits all like traditional media.

The future of marketing is personalised, data-driven campaigns that engage your customers and build trust.

When marketing is done with an individualised approach, the cost of customer acquisition can be massively reduced. 

These success stories show how personalised campaigns lead to greater ROI for brands.

Hopefully, you are beginning to understand how growth marketing strategies can work for your business.

We are all about growth marketing!

It’s not just a catchy description; it’s what our company does every day to help companies achieve their goals and grow through the power of digital marketing tools.

The old model of agency-client relationships is broken.

We build close, long-term partnerships with each client so we can support your business objectives and adapt quickly to changes in the market. 

We fully immerse ourselves in success-driven tasks. 

We have found that by working with a small number of clients at once, we can invest all our energy into doing excellent work for each client. 

Our agency growth marketing team only handle a few accounts at a time. 

Our team becomes invested in the company’s business goals and their role within your marketing team; this helps create an internal dynamic that mimics an internal hire. 

We pride ourselves on making sure every engagement goes smoothly – from start to finish – and we’re always transparent with our clients.

We take great care in finding out which growth strategies work best for each client.

What makes our growth marketer team so successful is a deep understanding of your customers. 

We go beyond demographic data and focus on understanding the entire customer journey. We do that by looking at the buyer user journey and extracting as much customer data as possible. This then feeds into content marketing and paid media programs.

This is at the heart of growth hacking/growth marketing, and it’s what sets our agency apart from others in the space to accelerate growth.

How do we help you with your growth marketing strategy?

We know that to be successful, your company needs a strategy and the right tactics. That’s why we’ve created this blueprint for marketing performance services at scale!

• Buyer Journey Research – Customer life cycle
• Marketing Performance Strategy
• Growth Media Planning and Performance Marketing
• Customer & Internal stakeholder interviews
• Digital channel strategy
• Mar-tech advertising audit
• Tool analysis
• Consumer Data Management and Analytics
• Mar-Tech & Advertising Operations
• Digital Innovation

We hope this blueprint gives you a good idea of what’s possible and how our team can help you achieve your desired outcomes.

What are the benefits of our Growth Marketing Agency?

• Maximising relevance to your customers will improve customer engagement
• Increase sales growth and maximise profitability
• Lower business costs whilst streamlining business processes and lowering the reliability of resources
• Improve customer experience
• Increase trust among your target audience
• Personalised messaging across the entire customer life cycle
• Improve reputation among your target audience
• Better content management and processes for content development that lead to more organic growth
• Eliminate the silos between your channels so you can give customers a more consistent and connected experience
• Target the best customers with your messages and offers for a great ROI
• Utilise a holistic approach to optimisation that takes into account all of your digital properties.

If you are looking for a growth marketing agency that can provide the same level of service as a large, international agency but with the personal touch and attentiveness of a smaller company, please reach out to us! We would be happy to discuss your specific needs. Schedule a call today.

At our data insights agency, we understand that performance marketing is the key to growth for any brand.

That’s why we focus exclusively on paid media performance campaigns. We use the latest data tools and techniques to help our clients achieve their desired results.

Whether you’re looking to increase website traffic, boost sales, or better understand your customers, we can help. Contact us today to learn more about how we can help you grow your organization!

Let’s start with the basics…

Data insight agency

We believe that data should be the driving force behind all decisions. As an agency, our job is to help you find ways of unlocking its power and making it work for your benefit both now and in future endeavours.

We use proprietary technology and a process-driven system that relies on big data to gain a deep understanding of your target audience.

Understanding the customer journey is key to success in an online world.

Data is essential to understand where your traffic, leads and sales come from and what the different journeys are for each platform customers use. All of this allows us to optimize to take actionable insights on how we spend marketing budgets with media partners/platforms so that you get the best possible ROI. 

Actionable Insights

Reams of data can be hard to understand and even harder to put into meaningful insights.

For larger organizations, it’s tough figuring out which arm is impacting the company. Our agency‘s involvement can help add clarity by helping you make sense of the data that will have an impact on your business growth. We help you avoid data overload so you can focus on your day-to-day tasks.

This skill and knowledge in handling data are what separates us as a growth marketing agency from other agencies. 

Analytics

One way our agency team helps you to better understand the impact of performance campaigns is through our market-leading real-time reporting dashboards. 

Through hundreds of advertising campaigns over more than seven years, Advant Technology has first-hand data on what clients need in their campaign reports.

We’ve learnt that by being able to visualize relevant information in a clear, cohesive way, brands can use the data properly for value creation in a quick, efficient manner. 

This helps marketers spend less time reporting so they can focus on their product/service. It’s just one way we create value as a growth marketing agency.

Access Integrated Platform Data

GA4 implementation

Google Tag manager

Facebook Ads reporting

Google Data Studio Data Visualisation

Supermetrics

Google DV360

Demand Side platform reporting – Display, video, native

Pinterest Ads reporting

Twitter Analytics

Quora Ads reporting

TikTok Ads reporting

Google Ads reporting

Campaign manager

Floodlight reporting

Search console reporting

Data Insight Intelligence

Buyer Persona research

User journey behaviour analysis

Measure ad effectiveness

Creative concept testing

Develop attribution modelling

Develop customer segmentation

Multivariate testing

Data-Driven Solutions Agency

Paid Media performance campaigns

Media Buying

Programmatic ad serving

Ad tech consultancy

Tracking & data integration

Bid management automation

Audience development

Marketing strategy development

Analyze site conversion rate optimization

If your brand needs an agency to help you grow rapidly and scale your digital marketing with fact-based decision-making, drop us a line only. Our services can help brands prepare to invest in a data-driven approach.

Looking for a digital marketing agency that can help you with PPC, social media and programmatic advertising?

Look no further! At our agency Advant Technology, we specialise in helping clients achieve their paid media goals.

We understand the importance of building awareness and driving sales, and we are dedicated to helping our clients achieve these objectives.

What Makes Us Different From Other Digital Marketing Agencies?

A successful digital marketing agency needs to have a strong understanding of its client’s business, and this is why we develop a deep understanding before spending any digital budget.

Our digital marketing agency processes start with the

• Goals and objectives are the starts of everything we do, and our advertising services are tailored to meet those.
• Once we have the goals and objectives, we look at audience insights, a time when we can research and educate ourselves about your business.
• Next comes the overarching strategy, which is a high-level plan that will help us allocate the correct resources to each activity.
• This sets a framework for developing an efficient channel strategy where we look at which advertising platform will be best.
• In some cases, we may need to look at a partner strategy, perhaps specific publishers whom we need to partner with in order to get special access to inventory or data.
• Next comes the content production and media plan, which will outline all the content we will produce and where it will be placed.
• Each platform is different, so we need to adapt creativity to the channel.
• Next, we launch, and the program optimisation begins.
• Continuous reporting is a big focus for our clients and us, giving them transparency about how their digital agency is spending its budget.
• Finally, the program is reviewed, and further opportunities are identified for additional effective marketing solutions.

We’re committed not just to providing services but also to going above and beyond by offering dedicated support throughout all stages.

Our Digital Marketing Services

International Pay-Per-Click advertising (PPC)

The power of pay-per-click advertising lies in the fact that behind every search, there is some form or intent resulting in a channel which can deliver high conversion rates.

With our digital agency partner network, we can run PPC in virtually any language in any country more than translation we do transcreation. 

Advant Technology is able to improve your campaigns by carefully selecting keywords and target markets that will generate the most relevant high-converting traffic. 

We have a team of highly experienced professionals who specialise in setting up and managing international PPC campaigns. As a data-led team, we look at key performance indicators which we set at the start of the marketing strategy. Our expert team then report back with any changes needed to the digital strategy in order to deliver more effective marketing results.

For PPC marketing efforts, we use a combination of Google Ads and Bing.

Social media performance marketing

Social media is an integral part of any digital marketing strategy.

The goal of social media marketing is to build relationships with customers and followers across social media platforms such as Facebook, Instagram, Snapchat, LinkedIn, Pinterest and the ever-growing TikTok platform.

Paid social, on the other hand, needs to connect with customers on an emotional level, build brand awareness and ultimately drive more sales. A strong marketing agency worth their salt will choose the right social platform based on your goals, your industry, your market and your target audience.

The right social media agency is one that helps you understand your audience and their needs, not merely what they’re interested in. We know that each social media user interacts with the platform differently. That’s why we develop comprehensive buyer personas to inform our testing and optimisations, ultimately helping you grow your business.

So, what makes us one of the best social and digital marketing agencies? It’s our data-led approach.

Data lies at the heart of every industry-leading social media marketing strategy, and we have the team with the skill set to analyse data, find insights and use it to make decisions about developing a media plan that drives efficiency beyond other digital agencies.

Social Media Digital Strategists

Our team of digital strategists is always testing new ways to grow clients’ businesses. We have systems set up where we can run hundreds of tests and analyse results through visual dashboards to make the necessary optimisations and get the most out of our client’s online advertising budgets.

To get better results, our marketing agency tests audiences obsessively and experiments extensively with ad-creative. We utilise data-based campaign optimisations that are built out across multiple channels for growth.

Maintaining growth requires strategic planning, which our experts do every week on behalf of our clients, and we do this across many international markets.

To most, when you say social advertising, they think of Facebook, but there is more to social media advertising than just Facebook Ads.

You might think that once you start seeing results on your paid social campaigns, you should only focus only Facebook, but we like getting creative with the way in which we think about digital platforms to reach customers. We work together towards increasing touch-points across all major networks to increase scale & efficiency.

Programmatic advertising agency services

Beyond the major digital marketing solutions such as Google Ads and Facebook Ads lies programmatic advertising.

Most of the digital marketing campaigns we run for clients include some form of programmatic advertising, and it’s what separates us as a leading international digital marketing agency used by some of the world’s biggest brands as well as start-up/challengers.

Even some of the top digital marketing, creative and PR agencies outsource their programmatic but not Advant Technology. Our own account management and ad operations team run programmatic in-house. In fact, programmatic advertising is part of our DNA.

The truth is programmatic advertising is complex, and that’s why we are a white-label solution for some of the best award-winning agencies across the globe.

If you’re looking for a digital marketing company, make sure they offer programmatic advertising because programmatic advertising has many benefits, and it’s not just for big businesses. We’ve proven programmatic can also work for start-ups and smaller businesses too.

Programmatic works for B2B advertising as well as B2C.

Our programmatic advertising services include:

– Programmatic buying

– Programmatic media planning

– Programmatic creative

– Programmatic campaign execution

Some of the benefits of working with us for programmatic advertising include:

– Reach: Our programmatic advertising campaigns help you target specific audiences more efficiently and at a lower cost than traditional media buying.

– Transparency: We show you exactly how much you’re spending, where your ads are running, and who’s seeing them.

– Efficiency: Our automated buying means less wasted ad spending. AI and machine learning are used to improve efficiency further.

– Accountability: Because you can track your results, you can see what’s working and adjust your campaigns accordingly.

• Retargeting: One of the unique benefits of programmatic advertising is that you can target previous website visitors with ads as they browse other websites.

Our approach in programmatic is the same as our other digital services, centred around our clients’ needs and always data-led.

Flexible, collaborative relationships

Marketing is constantly evolving, and so are the needs of both clients and agencies.

Clients need a partner who will keep them up-to-date with what’s happening in their industry while also providing guidance on how best to navigate it; our agency acts as this counsel.

The goal should always be identifying opportunities where you can expand your reach – whether through new strategies or reevaluating old ones.

Marketing campaigns are living, breathing organisms. They need constant supervision and attention if you want them to succeed!

One responsibility our agency takes on when working with clients is providing proactive, engaging account management throughout all stages, including planning/strategy development, execution and optimisation. It’s what we do for our clients. We think of ourselves very much as an extension of your team, and this is something our clients say to us.

Digital marketing services for any industry

Some of the industries we’ve worked in are Travel, Finance, Automotive, E-commerce, Technology etc.

Sector experience helps but at the heart of any effective marketing strategy lies a deep understanding of people, data and technology, and this is something Advant Technology excels in. We’ve probably got a bunch of case studies in your industry. Drop us a line if you’d like to learn more.

Global Digital Marketing Agency

Advant Technology is a global company. We originally were based in London but have now grown to include the United States and Andorra. What truly makes us global, though, is our remote team, who works across several continents and has the capacity to reach audiences across the globe with just a few clicks.

The world of advertising is changing. And in some ways, it’s becoming more complicated for advertisers and marketers to navigate.

So how are online ads priced? Read on, and we’ll explain the top 4 advertising models. You’ll learn that you don’t always need to buy on a CPC or CPM. 

By understanding the advertising pricing models better, you are able to negotiate with agencies and publishers to drive better advertising outcomes or apply new bidding strategies if you choose a self-serve ad tech platform such as Google Ads or Facebook Ads. 

Today, there are many online platforms, and with that come many digital advertising pricing models in buying advertising. 

Online advertising pricing models that you choose will depend on many factors, including your goals and objectives, the advertising platform, campaign objectives and your advertising budget.

Let’s begin with a quick introduction to various online advertising technologies. We start with formats and types of ads because different cost methods apply to different platforms/technologies. 

An introduction to the various types of online advertising:

As you’ll see later on, each model has its own benefits and drawbacks depending on the purpose for buying ads – be it traffic generation or branding. Here are a few channels you might need in your marketing mix.

Search Engine Marketing (SEM)

What is SEM? 

SEM refers to ads bought through search engine ad networks such as Google Adwords, Bing Ads, Yandex etc. These PPC (Pay Per Click) ads appear when users do specific keyword searches related to your business or products/services. 

For instance, if your company sells running shoes, you could bid on keywords like “running shoes” on Google.

When someone does a Google search for these keywords, your ad will appear along with other results. SEM ads are managed through the advertiser’s Google Adwords account.

Display Advertising

Display Ads are placed on dynamically-created web pages based via data-driven machine learning algorithms, mostly on publishers’ websites through programmatic ad exchanges, which are purchased via a DSP. The main difference between search engine marketing (SEM) and display advertising is that display advertisements are purchased on a CPM pricing model basis – cost per thousand views of your ad.

Programmatic display advertising is bought through real-time bidding across the open exchange and negotiated deals which are called private market places and programmatic guaranteed.

On the other hand, SEM campaigns are typically purchased on a CPC pricing model or PPC basis. There are several types of programmatic campaigns that fall within display ads, including banner ads, rich media ads, video pre-rolls, sliders etc. 

Most advertisers implement both SEM & Display strategies to achieve different goals like branding vs direct response goals.

Native Advertising

What is Native Advertising? 

Native advertising refers to a type of paid media where the ad experience follows the natural form and function of the user’s environment. 

In other words, native ads are designed and placed in a way that they blend in with their surroundings – much like how you’d expect regular content to appear on any given website or social media newsfeed.

You’ve probably seen examples of this in the form of promoted content on social media platforms like Facebook, Instagram or Twitter. Native ads are often paid for using a CPM pricing model in the programmatic world, but across social media and Google Ads, they are typically purchased on a CPC, Cost Per Click bidding model. 

Affiliate marketing

What is affiliate marketing? 

Affiliate marketing refers to an arrangement where one company (the publisher) promotes a product/service of another company (the advertiser) and receives a commission based on referrals or sales made by your audience. For example, you own a blog about gadgets selling cameras.

You could join the Amazon Associates affiliate network and promote Canon cameras on your site with links that track user behaviour through cookies. If someone buys something after clicking the link, you get paid for sending them to Amazon’s customer checkout page – like a percentage of their total purchase or a specific amount per item.

Mobile app campaigns

What is an app campaign? 

Similar to other forms of online advertising, app ads can be purchased through either search or display ad networks. One way to do this is through the Google Adwords and Apple Search Ads platforms (formerly known as iAD).

App campaigns are set up much like PPC (pay per click) ads, where you bid on keywords your target audience might use during a search query – such as “ios games”.

Advertising pricing models – Quick Look

Now that we understand a few formats and types of advertising campaigns, let’s take a look at the various advertising pricing models, which will really vary depending on the channel you are using. Given there are so many platforms, we’re focusing on the main social platforms and their respective bidding models.

1. Google Adwords – pay per click (PPC) common in search ads
2. Facebook Ads – CPM (cost per thousand or cost per mille), CPV Cost Per View model & CPC model
3. YouTube Ads – CPM model & CPV
4. LinkedIn Ads – CPM & CPC
5. Twitter Ads – CPM, CPC
6. Programmatic Display/video and native advertising – CPM
7. Google’s Display Network – CPM
8. TikTok – CPM & CPC
9. Snapchat – CPM & CPC

Deep Dive – Online Ads Pricing

The main models can be broken down into

1. Flat fee
2. Cost per Click (CPC)
3. Cost per Mille (CPM)
4. Cost Per Action (CPA)
5. Cost Per Acquisition (CPA)
6. Cost Per Lead (CPL)
7. Cost Per Download (CPI)
8. Cost Per Install (CPI)

Flat Fee (FF)

The flat fee is a time-based model and one of the most basic. Relating solely to the time the ad is active, whether that’s a day, week, or month, the advertiser is charged a flat rate for this period.

Deeper info on the user, such as statistics, impressions, or general user actions, is not included. This makes it one of the cheaper options but also less thorough. 

The benefit is that if you’re concerned about budget, all the costs are known upfront, so you don’t risk running over. 

You would only ever use a flat-fee pricing model based on time if you are working directly with a very small publisher, this type of business model was prevalent in the early days of advertising, and we have moved to different pricing models today.

 Cost-Per-Click (CPC)

Cost-per-click (CPC) is a quantity-based model that is common with sponsored social media and display ads on web pages and Google ads. It’s regarded as one of the most popular and cost-effective forms of advertising. 

With this format, the advertiser is only charged per click, which saves money being wasted on showing ads to an uninterested audience. Also, clicks can be a useful measure of ad yield as they can reveal the number of potentially interested users. 

The drawbacks for advertisers are that keywords are becoming more expensive, and clicks do not guarantee action. A click might have been accidental, or the user might have left the ad in seconds and not interacted how you wanted them to.

Unlike FF ads, the costs can fluctuate depending on the number of clicks generated, so the upfront price won’t be as predictable. And depending on the average cost, ads will only be shown to users that are expected to click.

The average CPC will vary based on many factors, such as target audience location and industry. But one of the main factors is the quality score that Google Adwords and Facebook give to all advertisers, and it affects how much you’ll be charged for your clicks.  

Cost-Per-Thousand/Mile (CPM)

Cost-per-thousand (CPM) is most common for video and display advertising, especially in programmatic advertising. A flat rate is set for every 1000 views, which is often effective for direct sales, as well as brand and product awareness campaigns. 

Like with the FF model, the cost is known upfront and can be set within a budget relative to the cost per 1000 views.

The bad thing for advertisers is that it’s not based on clicks, so there’s no guarantee any action was taken from the ad as this user behaviour is not measured. This means you’re paying for impressions over clicks, which might not be for everyone. 

How do you calculate the cost of CPM ads?

CPM = 1000 * cost / impressions or try this handy calculator.

Cost-Per-Action (CPA)

Cost-per-action (CPA) is a performance-based model that is the safest for the advertiser, with the cost only coming when an action is taken, meaning no bad leads. These are more specific than CPL and can be reliant on things like a purchase or service sign-up. 

CPA is great for those looking for quick purchases, in particular, helping industries such as financial services, insurance, and professional services that have a high purchase barrier. 

Like the other models, which look at user behaviour, the price is not set beforehand, so a more open budget would be needed. 

CPA can be broken down into further categories, which we’ll jump into now. The top 3 include:

Cost-Per-Lead (CPL)

The price is based on the user filling out online forms, usually with personal data. The cost of this can increase depending on the complexity of the form. This is a very common approach in B2B advertising.

Cost-Per-Sale (CPS)

This type often has the highest prices as it’s used by large online retailers and requires the purchase of a product or service. This is common in affiliate advertising.

Cost-per-Download (CPD)

The cost is based on a user downloading specific material or downloading an app.

Cost-per-Install (CPI)

The cost is based on a user downloading an app and installing it, and then opening it.

Hybrid pricing models:

Hybrid models offer an even more tailored model. With so many models to choose from, the above models are not set in stone, and you have the choice to blend them if you can. 

Great stuff! 

You’re starting to learn a little more about the process by which ads are priced.

Marketing / Advertising Agency

 If you are reading this article, it’s likely because you are still learning about digital advertising. 

If that’s the case, you perhaps should consider working with an agency.

If you decide to work with a digital marketing/programmatic agency, you should expect that they will guide you as to the best way of buying online advertising and which pricing model you should use to lower advertising costs and increase your return on investment (ROI). 

A programmatic agency will take on the full management of this process, so you, the advertiser, can focus on other aspects of their business while the agency does its job to ensure that adverts are shown to potential customers at the right time and you don’t get bogged down in a million different ad formats furthermore trying to figure out which pricing model is best for you. 

So, what’s the best model of online advertising for me and my campaign?

Depending on which site, audience, and style of campaign you’re looking for, each model has its pros and cons.

If you’re still not sure which one is for you, Advant Technology can help.

We’ve run hundreds of video and display campaigns on various pricing models to get our clients more bang for their buck. So. if you want to run a campaign with any of the common pricing models discussed in this blog post, reach out!