![]() With online advertising platforms, these bids on clicks or impressions are entered into an auction system that decides which ads will be shown where and for how much. So what’s the bidding about? Technically, any advertising space is an auction. But it’s also applicable elsewhere, e.g., $30 CPM for podcast sponsorships where the variable stands for (projected) listens or downloads. CPM (cost per mille or cost per thousand) – This is most often used for cost-per-thousand impressions. ![]() CPC (cost per click) – This is where the whole discipline of PPC (pay-per-click) marketing stems from. ![]() This is the basis for the two most common bidding methods you’ll encounter: In the online space, it’s most often in the form of an ad view (impression) or a click to your website. Buying the adsĪdvertising consists of buying exposure to potential buyers. This makes it easier to understand the ad account management part. Let’s first get the money side of things out of the way. The key principles lie in setting up your ad account and planning your advertising budget. Creating the ad itself as an end product is usually the easier part. There’s a lot happening behind the scenes of showing your ads to the right audience. What are the key principles of online advertising? ![]()
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