From publisher to advertiser – part 1

Many of you guys who have a site or that developed for mobile (Android, iPhone, Symbian, Playbook, webOS, and so on) know what a publisher is. So do I.

And what about the advertiser role? Do you have ever had this experience?

I haven’t. Up to now! Yesterday I decided to try the other side: how stuff works for advertisers? What work? What doesn’t? What’s the best way to advertise?

What’s the motivation for that?

I wrote here about my free on-line games site. I hope to make some money by showing ads that (hopefully) will be useful for users and they will click on them.

To make some money I’d need a huge number of users visiting the site. So, I decided to invest in advertising.

Note: the value paid for publishers is too low when compared to value paid by advertisers. So, for an ad based revenue strategy,as I’m adopting to my free on-line games site, it doesn’t worth the advertising costs. But I want to learn and I have an excuse to expend some money (I need to increase the site traffic) but don’t tell this to my wife 😉

There are two kind of marketing campaigns: pay-per-click (also known as Cost per click) and pay-per-impression.

You decide in advance how much to spend, that is how many clicks or impressions you’re willing to pay.

In pay-per-click you’re charged only if someone clicks your ad, not when your ad is displayed.

In pay-per-impression you pay for a predetermined number of impressions, regardless of the ad is clicked or not.

My doubt is: what’s more advantage? pay-per-click ? pay-per-impression ? I’m pretty sure the answer varies according to your business.

Moreover, what’s the most efficient advertising program? AdWords? Facebook Ads? Another one?

I decided to make the following experiment:

I contacted a local advertising program (I’m in Brazil) and set 2 campaigns: one is a pay-per-click and the other is a pay-per-impression.


  • Attract users to play in the site.

Target audience

  • Gender: Both men and women (it’s not possible to specify a gender with the advertising program I picked up. It’s a pity).
  • Location: São Paulo / SP
  • Interested in: Games

Campaign details and budget

Campaign Value What Duration
pay-per-click USD 10.61 10 20 clicks 5 days
pay-per-impression USD 10.61 33,330 impressions 5 days

Both campaigns will show exactly the same banners and use the same keywords.

The pay-per-click campaign started on April 27th and ends on April 30th.

The pay-per-impression campaign starts on May 1st and ends on May 5th.

I’m willing to post the results here as far as both campaigns end. Stay tunned.

PS: Bellow you can see the banners I’m using. Note: It’s writing Play for Free! (Jogue de Graça!) and Play for Free Now! (Jogue de Graça Agora!) in Brazilian Portuguese.

You may click in the images to see their real size.


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