After the launch of my new webpage, I need to think about how new customers can find me. There are several well known online advertisement options, but for a small craft business I find it rather expensive to work together with the big sellers of advertisement space, such as Google Adwords or Facebook Ads.
The most commonly used online advertisement pages work either on the principle of CPC (cost per click) or CPM (cost per 1000 impressions):
- CPC: You don’t pay each time the ad displays, only when it’s actually clicked. This can save money because you fix the amount you pay for each click and you can set a ceiling on how much you’ll pay. That means good control over your advertising budget. You reach targeted customers, if you use it in combination with search engines and define keywords (e.g. lampwork, glass beads, art glass).
- CPM: You basically pay for how many times your ad is displayed on a webpage. This is a great advantage, if your ad entices many users to click through to your site. However, if not many users click through, each click costs much more.
While researching the different options I found another way to advertise, which is Project Wonderful and their flat rate ad network. You don’t pay on a CPC or CPM basis for your ad. Instead of that it looks for publishers that are willing to put little ads on their blog or website on a CPD (cost per day) basis.
How it works is that I as the advertising business decide on which pages I want to place my ad and then I place a bid in that site’s auction. On Project Wonderful’s webpage I define what I want to pay and if I am the person willing to pay the most at that moment, my ad is displayed on the site that I selected (they have a search by keywords, categories or number of unique visitors per day).
The main appeal for me is:
- I decide on which pages my ad is displayed instead of selecting keywords;
- I am only charged for the time that my ad is displayed;
- I can enter ceilings for each ad, each day or a time period and even for each region that the user is coming from;
I am planning to test the auction based system for a month on two websites specific for lampworking beads and I am already curious to see the campaign’s performance statistic.
At the end of the day I think all methods do have their pros and cons, and common sense tells me not to spend all my ad dollars just in one place. So what I am planning to do, is to test the different methods of advertising and track the results to determine what works best for my lampworking business.
Let me know what you think about online advertising. Did you try it? Which method did you use and what was the outcome? Looking forward to your comments!
Oh, and in case you haven’t seen my new webpage with online shopping, click here!