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What is cheap advertising? Or for that matter define cheap?

If you were to spend $1 on advertising for a $0 response is that cheap?

Or, if you were to spend $100 on advertising for a $100 result, is that cheap advertising?

Perhaps you might spend $500 on advertising for a $10,000 result. Now THAT’S cheap advertising!

The golden rule of ANY advertising, be it cheap or otherwise is ROI (return on investment). Trouble is you don’t get to assess your ROI until AFTER you have spent your advertising dollars and by then of course it’s too late.

Most small businesses will try to overcome this problem by spending as little as possible on advertising so that they minimise their losses on advertising campaigns that don’t work. All well and good, but when you add up the dollars spent by these small businesses on ineffective advertising campaigns over just one year the amounts are sometimes scary.

The bottom line is simple. If an advertising campaign give you a good ROI then it is successful. If it doesn’t, then regardless of how much you paid for it (cheap or otherwise), it is a failure or at best a learning experience.

Every media outlet will tell you the HUGE benefits of advertising with them. They will provide you with success stories and projections to justify the amount they wish you to spend with them. In the end you will make a decision based on the information you have at hand and hope for the best.

When it comes to cheap ONLINE advertising the equation becomes a lot simpler.

Despite the complexity of the internet there are mechanisms in place which allow businesses to track and measure the ROI of every dollar they spend. Try doing that with press, radio or TV.

To find out more check out the advertising page on dLook.com.au or if you really want an in depth perspective come along to one of our online marketing seminars. They are free and very very worthwhile.