Recently I have been doing some online advertising for numerous clients of mine across 3 different online advertising medias.... Google Adwords, Linkedin Direct Ads and Facebooks Ads. Or as I like to call them "The Big 3". What I have found interested is that the Google Adwords cost per impression is significantly different from Linked In Direct Ads and Facebook. Below is what I have experienced so far, which is a sum of all my campaigns I have done to date.
Cost Per Impression
Google = $1.44 per 1,000 impressions
Linkedin = $0.10 per 1,000 impressions
Facebook = $0.19 per 1,000 impressions
For those of you who do not know what an impression is, it is simply the number of times an ad is seen or heard.
Interestingly google adwords cost per impression is significantly more expensive than Linkedin or Facebook. Given the above information I would recommend if you are a company that is looking to simply get your name out and raise awareness for your company Linkedin and Facebook are the better option. Now if you want someone to actually take action and click on you ad then we need to look at click through rate to determine the best alternative. The thing is, just because someone does not click does not mean the advertisement was not effective. They may end up phoning the company being advertised when they need their services if they see the ad enough. Therefore going with a low cost high impression option may be the better option. It will be interesting to see when option turns out to be the most profitable. Time will tell which of these methods will have the best ROI for my customers. Given google adwords cost per impression is so much higher compared to Linkedin and Facebook I doubt it will have the greatest return on investment but only time will tell. I will maybe add an article at a later date looking at ROI.
After looking at the cost per impression though, one thing has become clear to me. Online advertising is cheap. Below is the average cost per 1,000 of other mediums (noted in $US but the Canadian dollar is almost at par with the US dollar)
Cost Per Impression Traditional Media
Boradcast TV = $10.25 per 1,000 impressions
Syndication TV = $8.77 per 1,000 impressions
Magazines = $6.98 per 1,000 impressions
Cable TV = $5.99 per 1,000 impressions
Newspapers = $5.5 per 1,000 impressions
Radio = $4.54 per 1,000 impressions
Outdoor = $2.26 per 1,000 impressions
Source: InfoAcrs.com - Average CPM
Because online advertising is so cheap and can be so targeted (increasing its value) vs other advertising mediums I think all small businesses should at least be testing it. Because the cost is so low and it is so targeted there is potential for great returns. If you want to learn more about Google Adwords and how to use it effectively check out the book Advanced Google AdWords. I have not read it yet but after looking through the table of contents it looks like it would be a good read. I want read it or conduct my own research online to see if I can learn how to make Google Adwords a positive ROI marketing method for my customers.
After looking at Google Adwords cost per impression I was pretty surprised. Hopefully you have found this article useful and informative. If you are interested in learning more about what are successful B2B promotion and marketing methods complete Profitworks B2B 2011 Survey to get a free report on the most successful B2B marketing methods of 2011.
Interested in following me on Twitter? Add me today.
If you liked this article here are some other articles that you might like
Thanks for reading this article on Google Adwords Cost Per Impression. I hope you found it useful. Check back to my blog to find out the results from my campaigns and what I learn about Google Adwords through the process.