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 Maximum Daily Budget
When setting up a new campaign, configure your max daily budget ($50.00 minimum).
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.
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
