After you've uploaded creative for your Ad Network campaign, it's time to set your budget.
In the Budget step of the Ad Builder, you'll set your budget, CPC amount, ad frequency, and run dates. Optionally, you can also enable conversion tracking.
Set Your Bid Amount
First, you'll set your CPC bid amount.
The most effective bid depends on the type of people you're trying to target. Paved's cost per click averages about $1.10 to $6. In contrast, programmatic ads on other platforms like Linkedin can cost as much as $33 per click.
Select Your Budget Type & Maximum
When setting up a new campaign, we offer two Budget Types:
Daily
Configure your max daily budget ($50.00 minimum), along with set start and end dates. If you choose this option, your campaign will only run during the time range you specify.Total Budget
Start your campaign now and run continuously. This means your ads will run until your budget is reached or your campaign is stopped manually.
The Daily Budget option is great for advertisers looking to target a specific timeframe, like a limited offer, event, or season. The Total Budget option is great for always-on marketing goals like brand awareness.
After you make your pick, use the form field to set your maximum Daily or Total budget.
Set a Frequency Cap (optional)
Toggle the switch to enable frequency capping if you'd like to limit the number of times subscribers can see your ad.
To prevent ad fatigue, we recommend setting it at 2-3 times per week.
Edit Run Dates (optional)
Here, you can set your campaign's duration. Toggle the switch to set the dates for your campaign.
We recommend running your campaign for a few weeks, at minimum.
Activate Conversion Tracking (recommended)
After you've installed the Paved Pixel, you can activate conversion tracking here:
Note: Paved Ad Network supports dynamic UTM parameters.
Budgeting and Bidding FAQs
How does bidding work?
The Ad Network works on a variable bid system. Paved will never charge you more than your bid amount. Your daily spending fluctuates as your ad is served to a variable number of people and the newsletter, based on available slots.
Is there a minimum budget for ad network campaigns?
You can set a daily spending limit with a minimum of $50 per day.
How long should I run my ad?
Newsletter advertisements should have a minimum duration of one week, but for optimal results, a span of over three weeks is recommended. This ensures your ad is shown in newsletters that are published weekly, semi-weekly, or monthly.
What's a good starting point for a CPC bid on the Paved Ad Network?
The starting point for Cost Per Click (CPC) on the Ad Network is $0.50. However, we advise raising the bid for high-value sales and specific audiences such as CEOs and managers. A good starting point would be $3 per click to avoid being outbid by other advertisers vying for the same audience.
Which is better: Daily Budget or Total Budget?
Choosing between a daily and a total budget depends on your advertising goals and how much control you want over your spending:
Daily Budget: This option is better if you want consistent exposure over time and prefer to spread out your spending. It’s also useful if you’re testing the waters and want to adjust your budget as you learn what works.
Total Budget: This is ideal if you have a set amount to spend. It allows Paved to optimize your ad delivery for the best results over your campaign’s duration.
Both have their merits, but if you’re looking for more control and consistency, a daily budget might be the way to go. If you’re focused on the big picture and trust the system’s optimization, a total budget could be more advantageous. Ultimately, it’s about what aligns best with your campaign strategy and objectives.
Next Steps
Now that you've set your budget, you're almost at the finish line! To wrap things up, navigate to the Review step of the Ad Builder to launch your ad.
Learn more: Ad Network Review