You pay for ad space and we retain a small percentage for serving your ad. Your total spend is the cost of buying ad space to deliver your ads. This is called dynamic CPM pricing.
The Cost to Serve an Ad
Ad space is bought and sold through virtual auction and prices fluctuate depending on demand. The more advertisers vying for a particular impression, the higher the cost will be. Our job is to determine where your money will be most effective; we bid to win the highest quality inventory at the lowest possible price.
Your Cost per Thousand Impressions (CPM) on a Web campaign will be much lower than your Facebook campaign. Once your campaign begins serving, check for CPM over a particular date range to see the average cost within that period.
Learn more about how we determine when and how much to bid.
Pricing by Clicks (CPC) or Conversions (CPA)
Advertisers often ask us if we price by CPC or CPA. The short answer is that we price dynamically based on CPM so that costs reflect the true value of the inventory we buy for you. We want to drive clicks that matter.
How Much You Should Budget
There are two variables in campaign spend: the budget you set and audience size. Check out our budget recommendations to see what will likely work best for you.
If your ad spend is consistently hitting your weekly budget, that's an indication that you can expand your reach. Increase your budget in increments until you're spending your budget the majority of the time, but not all of the time.