What is the cheapest way to advertise? (2023)

The cheapest way to advertise is social media and classifieds in general. These types of ads can run for as little as $20.

But in the realm of cheap advertising ideas, if you look at media in smaller markets, you might be able to advertise cheaply on radio, in trade magazines, on websites, in local coupon books, and even on cable TV, starting from a few hundred dollars. to a few thousand dollars.

You can also run Every Door mailing campaigns through the US Postal Service for a few thousand dollars. Pay-per-click ads can be profitable if you know what you're doing and target carefully; Otherwise, you could quickly eat up your budget. These cheap promotional methods are important, but there are other options as well.

The cheapest way to advertise your small business depends on many factors. Factors include the type of audience you're trying to reach, where you're trying to reach them, the size of the audience, the design skills needed to create the ad, and what you're getting for your money.

Entry fees vary widely. The calculation of fees also varies depending on the media type or format. So always buy

The cheapest way to advertise

Now let's look at the referral costs and advertising cost ranges for different types of advertising. These benchmarks are generalities: you can find cheaper prices by shopping carefully. You can also find more expensive prices.

Image advertisements in newspapers

billing basis

Newspapers traditionally charge per column inch (PCI) for the display of advertisements. That means the bigger your ad, the more you pay. For example, a half-page horizontal display might measure 6 columns by 10.5 inches, for a total of 63 columns.

Newspapers are now testing many different types of ad pricing, including flat rates and bundles of print and online ads. To advertise you need to go to your local newspaper and ask for the price list.

Typical budget range

For example, Cleveland Plain Dealer might charge $596.00 per column inch. If your ad requires 10 column inches, the price is $5,960.00. In our example, if you want a half-page ad, a half-page ad will cost you $37,548 (63 x $596.00).

Don't get carried away by a heavy example. Smaller newspapers and weeklies charge significantly less. Don't assume that advertising will be very expensive; Always ask for prices.

Newspaper Classifieds

billing basis

A relatively inexpensive advertising idea is classified ads in newspapers. Newspapers typically charge classified ads based on the size of the ad (in some cases, word count), the number of days the ad appears, and the type of ad. More competitive sections may cost more. Many newspapers today have online self-service panels where you can place your classified ad and pay by credit card.

Typical budget range

Depending on the type of business and the number of readers of the newspaper, you can do thisplace, laya classified ad starting at just over $5 a day.

Or a classified ad can cost anywhere from $200 to $300 if it runs for 30 days in a popular classified section like cars or in a medium to large sized newspaper.

radio advertising

billing basis

Radio advertising can be considered one of the cheapest ways to advertise, but you need to shop carefully.

Radio advertising is often sold at "4 week full price". You pay based on the size of the audience you reach. Of course, that means you're paying more to have your ad appear on a popular driving show than you would at 3am. when fewer people are listening.

This type of fee is called CPP, which stands for Cost Per Point or Cost Per Viewing Point.

CPP determines the ratings or popularity of the radio show your ad appears on.

Typical budget range

To reach a market of 1 million people, the typical advertising budget for a radio show is $12,000. In a larger market of 5 million people, a 4-week total charge could be $60,000.

a taxonMapby iHeartCommunications, formerly Clear Channel Communications, which owns 855 radio stations in the United States, provides a good overview.

TV commercials

billing basis

As with radio, television commercials depend on their popularity at the time they appear, the size of the market, the length of the commercial, and other factors.

Na TV Lokal,NumberPay just $5 per 1,000 mid-market viewers for a 30-second ad slot. According to Skyworks Marketing, this is a small fee. Might be stronger.

Typical budget range

TV advertising tends to be expensive. For a 30-second TV ad, a typical small business budget is $5,000-$20,000 to reach an audience of 1,000,000-4,000,000 viewers, as a low estimate.

National television advertising costs much more and would be completely unattainable for small businesses. For example,in accordance withAd Age has reportedly paid advertisers $400,000 for an ad for AMC's hit series The Walking Dead.

For TV commercials, also plan for production costs. Producing a television ad for a small business can cost anywhere from $2,000 to $25,000, depending on the complexity of the ad.

Pay Per Click Ads

billing basis

Pay-per-click ads (or PPC ads) are what they propose: you only pay when someone clicks on your ad. Two common pay per click options areGoogle AdsmiMicrosoft Bing Ads. Your ad will be seen on Google or Bing search and other sites in your networks. Some social networks and other websites also allow you to buy ads with a click.

Typically, you buy PPC ads in an auction, which means you bid a certain amount that you're willing to pay for each click. They bid based on keywords or other factors. As a general rule of thumb, the more you bid, the better your ad will rank on the page.

Set up a budget using the self-service online dashboard provided by the ad system. The technology automatically keeps your bids within your predefined budget.

Typical budget range

For example, a keyword phrase like “ways to promote a small business” with an average of 10-100 searches per month can cost as little as $1.90 per click. Meanwhile, a keyword phrase like “promote local business” with an average of 100-1000 searches per week can cost $12.78 per click.

You can set a budget of say $3 per day and $10 total per week if you wish. However, if your budget is too low, you may be disappointed with the results. Some experts suggest an assignmentat least $1,000 per monthto make PPC ads effective.

According to Robert Brady, a certified Google AdWords partner withMarketing-Justo, is the trick to spend wisely with pay-per-clickConversion-Tracking. “Set up conversion tracking before you spend money on PPC. It takes some time and effort, but if you want the above accountability, customer insights, and persistence, you need to lay the foundation with conversion tracking installed correctly. And once installed, be sure to test it. Then, and only then, activate your ads.”

It's not always a cheap advertising idea, but pay-per-click ads can generate a good ROI when executed well.

Online advertising banner

billing basis

Banners or display ads are display ads that appear on websites. They are generally charged based on a cost per thousand impressions, or CPM. On smaller sites, display ads are sometimes charged based on a flat rate, e.g. B. X$ per week or month. In general, the larger the ad, the higher the fee. Also, ads in the top half of the fold (higher on the site) often cost more.

Typical budget range

It's entirely possible to spend anywhere from $100s to many thousands of dollars, depending on how often your banner ad is shown. A typical price might be $10.00 CPM, which means you pay $10.00 per thousand impressions (the number of times your ad is shown). For example, if you buy 500,000 impressions at $10 CPM, you pay $5,000, which is calculated as follows:

• Divide 500,000 by 1,000 = 500.
• Then multiply 500 x 10 = $5,000.

You also need to consider the cost of creating the banners. Basic banner ads of popular sizes can be made for less than $50 per bannerProject pax. Advanced ad formats, like rich media ads or video ads, cost more to create. If you use Google Adwords to display ads, there is also a built-in tool that you can use to create simple image ads.

Retargeting Ads

For many online advertising there is a powerful technique to consider. This is known as "redirecting". In Google Adwords, the term "remarketing.“

Retargeting allows you to show your ad to someone who has visited your website or searched for your product online, even after they have left your website. It's a powerful way to turn an abandoned cart into a sale if the shopper keeps seeing the product. But it can also be used for other purposes. You can set up retargeting ads to show those who have visited your website, encouraging them to come back and sign up or sign up for your newsletter.

Retargeting dramatically increases the likelihood of getting more clicks on your ads, and a click becomes an action.Laut Wordstream, previous website visitors are 2-3 times more likely to click your ad.

Retargeting or remarketing usually involves inserting a small piece of software code into your website. Typically, entering this code takes only a few minutes for you or your webmaster.

Social Media Ads

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Social media ads are considered a cheap advertising idea. Social sites like Facebook, YouTube, and Instagram offer affordable options depending on the audience you want to reach.

You can "upgrade" a social post or video you create, for example by paying pennies per view. Or you can create and run an actual ad.

Social media ads are placed online on a self-service advertising platform provided by the social website.

Typical budget range

With a budget of just $30, you can reach an audience of several thousand, depending on the specifics of gender, age, geographic location, and interests you chose when defining your audience.

Ads on social media can be very accessible. However, make sure you have a clear plan of what you want to achieve with them and why. Do you want to increase engagement on your channel? Restore traffic to your website? Sell ​​a product? Get newsletter subscribers? Anything else? There's no point promoting a post just because Facebook suggests it has more engagement than your other posts. have a goal

“Social networking sites offer a new way to understand your audience beyond simple demographics like age, gender and geography. Advertisers can now target their ads based on factors such as job title, purchasing behavior and interests. By tracking those clicks based on your targeting, you can learn how these highly targeted groups are interacting with your content, how often they visit your site, and how often they buy,” says advertising expert Robert Brady ofMarketing-Justo.

Yellow Pages

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A decade ago, printed books with yellow pages were a staple for local small businesses. Today, most of the Yellow Pages' activity has moved online. Printed books are being drastically reduced and discontinued altogether in some markets.

With the online shift, Yellow Pages advertising solutions have become online visibility packages. Bundles can include business listings in locations that consumers seek along with a website. You can also opt for search engine optimization services and related marketing services.

Typical budget range

For example, packages at YP.com start at $79 per month for a 5-page mobile-friendly web presence. At $79 a month, that's just under $1,000 a year. Additional services and extra features would cost more.

Remember that if you stop paying, you will lose your online presence. You would have to build from scratch on another platform.

local offers

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Local business sites like Groupon offer the opportunity to set up discounts and promotions for shoppers.

Also remember that you should also offer a discount. That means you get paid less up front for your product or service offering.

Typical budget range

There is no upfront cost to create a local Groupon deal. However, Groupon retains 50% of the sale once the consumer purchases (redeems) your Groupon offer.

Groupon's focus isn't on acquisition cost, it's on final value.

For example, your product typically costs $48. You create a local Groupon offer for $19.00 (about 60% off). The Groupon gets you $9.50 (50% of what you would get at the discounted rate). That leaves you with $9.50 for a product you would normally charge $48.00 for!

Native Ads

Native ads should be similar to the content, not a traditional ad style.

These native ads often promote informational content, such as blog posts or videos, rather than products directly. Native ads are one of the most effective forms of advertising as they attract attention by captivating the reader. They look less commercial.

Native ads are a good addition to a content marketing campaign because you can promote your content to give it a wider reach. They're not that good at generating direct response sales.

billing basis

Native ads costs vary widely based on website traffic, page location, and other variables. Native ads can be purchased on a cost-per-click or CPM basis as banner or flat rate ads.

You can buy them directly from the website you want to view. Or there are networks like Taboola and Outbrain, even Google AdWords accepts them. Note, however, that some networks have earned a reputation for serving low-quality native ads. Your ad may appear alongside an ad featuring the latest Kardashian wardrobe malfunction or other eye-catching image.

Typical budget range

For native ads sold on a cost-per-click basis, set the maximum amount you're willing to pay per click, e.g. B. 75 cents per click. So $100 would get 133 clicks on your content if you bid $0.75 per click.

magazine ads

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Magazine ad pricing is generally based on the size and placement of your ad on a magazine page. Common sizes are full-page, half-page, third-page, and quarter-page ads. There are also spreads that span two full pages. Some magazines sell the back or inside of the front cover as advertising space. And there may be special promotional statements, card inserts and other options. Magazine ads are typically sold at a flat rate per ad.

Some magazines have both digital and print versions, and the advertisements generally apply to both.

Typical budget range

Ads in a national magazine like People can cost $375,000 for a full-page, four-color ad to nearly 3.5 million subscribers.

However, the ads in a local city magazine or trade magazine are significantly smaller. You might pay $3,000 to $4,000 for a full-page color ad in a publication with 30,000 subscribers.

Contact the magazine and ask about the ad pricing plan.

outdoor advertising and billboards

billing basis

Outdoor advertising is no longer limited to highway billboards. Today you also have options for digital signs (the electronic signs you see on buildings, conventions and sporting events).

Billboard advertising is generally priced based on the size and length of time your message stays active.

Typical budget range

Billboards from companies likeBlue Line Media, which can host billboards in 300 cities, estimates that ads will cost between $30,000 per placement for four weeks for the largest placement and as little as $300 per placement for four weeks for the smallest placement.

Digital or LED billboards are priced at a different rate and can cost businesses anywhere from $3,500 to $25,000 per location over a four-week period. In this case, however, your message would alternately run as an 8-second dot for a 64-second cycle.

direct suitcase

With the explosion of the internet, the volume of direct mail has decreased. However, it is far from dead.

Direct mail can take many forms including sample mailings, letters, uniquely shaped envelopes and catalogues.

billing basis

There are several cost components for direct mail:

• create the serial print
• Print ad banners
• buy a mailing list
• Shipping

The most common form of direct mail used by small businesses is postcards.

Let's say you opt for 4x6 postcards, a cheap size that qualifies for premium postage rates.

Typical budget range

On a tight budget, it's possible to fuse 5,000 postcards for around $1,500.

A custom design can cost hundreds or thousands of dollars. One way to keep costs down is to go with a free DIY template to avoid high design costs. Or work with a printing service that offers low-cost design services for a small fee.

Printing costs vary depending on size, quantity and desired special effects such as gloss finishes or double-sided printing. It's possible to print 5,000 plain postcards for under $300 at an online printer. At a local printer like Staples, the cost of 5,000 postcards can be closer to $500, or 10 cents per postcard. However, at a place like Staples, you might get it one day.

Premium postage for a 4x6 postcard is currently 34 cents each. Shipping 5,000 items via First Class Mail costs $1,700 when sent via First Class Mail to a list you own. Also, you may need to purchase a shipping license or use a provider with one.

Please note that the post office has different postage rates. Rules on fees, shipping sizes, and other terms can be complex.

Some small businesses choose to use a direct mail service so they don't have to deal with all the complexities. When choosing a direct mail service provider, be sure to compare the prices and services on offer to make an informed decision. Some services may charge high design fees, mailing list fees, and printing fees.

any mail port

An inexpensive option for direct mail isPrograma Every Door Direct von USPS. With this program you avoid buying a mailing list. Each direct port has a mapping tool that allows you to map and route emails by neighborhood. You can even view demographics for each neighborhood.

Also, Every Door Direct Mail offers much lower postage costs as no authorization is required.

billing basis

You bear the cost of creating and printing the postcards, which can typically range from $300 to $500 for 5,000 postcards. You can avoid a design fee by using a free template provided by some printers.

You also pay for shipping. Postage is about half the First Class rate, at $0.177 for a postcard. And you can send larger postcards compared to First Class.

Typical budget range

Sending 5,000 postcards under Every Door Direct would cost $885 at a cost of $0.177 each. A postal license is not required. Also, by using the mapping tool, you would have no mailing list costs.

Couple that with a few hundred dollars to print the postcards, and it's entirely possible to run an Every Door Direct campaign with 5,000 postcards for less than $1,500.

Negotiation of discounts when promoting your business

No small business advertising guide would be complete without discussing discounts. The secret to the cheapest way to advertise is to negotiate discounts.

Many traditional media such as print newspapers and magazines are now struggling to make money from advertising. This increases the chances that you can negotiate a discount. On the other hand, if you're running ads through an online self-service method like AdWords, your ability to negotiate discounts is nil.

So keep in mind that prices are negotiable as long as you are dealing with a human selling ads. Advertisers who advertise year-round must apply for frequency discounts.

Or sometimes the media will publish seasonal promotions or other discount reasons. For example, after Hurricane Irma, at least one news outlet in Florida offered small businesses a “hurricane discount” on advertising. Always ask about discounts for the cheapest way to promote your small business.

Read the complete guide to small business advertising:

• Introduction to small business advertising
• How can advertising help your business?
• What is the difference between advertising and marketing?
• Where can you advertise your business?
• What is the cheapest way to advertise?
• Where can you advertise for free?
• How much do small businesses spend on advertising??
• How to plan your small business advertising campaign (checklist)
• 50 promotional ideas for small businesses
• How to promote your small business locally

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