New Byline: How to Fight Back Against Exploding Media Costs.

Jun 26, 2019
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Partnerize’s VP Customer Success APAC, Alix Simpson has had a byline called How to Fight Back Against Exploding Media Costs published in B&T. In it, she offers several strategies for handling rising media costs in Australia – or anywhere – including SEO, media partnerships, and more. Here is an excerpt from Alix’s article:

How to Fight Back Against Exploding Media Costs2

When it comes to digital ad costs, Australia is consistently near the top of the chart. With the world’s fourth highest CPC, some of the world’s highest ad expenditures per digital user, and continued increases in overall spending expected in 2019, that unfortunate top ranking shows no sign of disappearing any time soon.

There are lots of reasons why. There are fewer Australians than there are Americans or Brits, and a shortage of high quality content in the market means advertisers bid up quality inventory. Plus Australians strongly rely on mobile devices, where ads are more expensive. So high costs are a fact of life. Fortunately, there are a number of strategies you can use to take more control of your ad costs, even while capitalizing on the effectiveness and accountability of digital. Consider these approaches for your brand:

Get more aggressive with natural search (SEO)

In my experience, marketers have binary attitudes about SEO. They’ve either had great experience with it and love it, or spent a bundle on employees or agencies that got no results, and hate it. It you are an SEO lover, work with your team and industry to find out what could take your efforts to the next level. That might be getting more aggressive with content, or investment in new tech to improve your visibility.

If you don’t currently invest in SEO, reconsider. Don’t let a bad past experience convince you that SEO won’t work. Do a little digging to find good people or providers. Ask for recommendations from colleagues. After all, for commercial, product-oriented searches, more than a third of clicks go to natural results. There’s no reason not to try and get your fair share of that big a pool.

Create CPA deals with mainstream media companies

The Australian Competition and Consumer Commission’s 2018 Report on digital advertising showed that 68 cents of every digital ad dollar went to just two companies, with all other media outlets competing for the remaining third. That squeeze is making many “mainstream” media companies more receptive to buying models like Cost Per Acquisition (CPA) – something many of them would have turned down flat just a few years ago.

By engaging these companies as partners and getting them to share the risk, advertisers can better control their costs, ensuring that they generate revenue from media before they have to pay for it. 

 

Read the rest of the article in B&T.

Director of Sales Operations

15

SVP and Head of Partnerships

23

Director of US Integrations in Customer Success AMR

104

Director of Partner Growth

217

Vice President Of Operations in Strategic Technology

28

Head of Affiliate, Student Beans

734

Marketing Specialist

732

Product Marketing Manager

741

Director of Marketing

6

Partner Marketing Manager

17

Customer Success Manager in Customer Success APAC Singapore

731

Marketing Director - Americas

7

Customer Success Manager

739

Customer Success Manager APAC

19

Director Of Partnerships

22

Partnership Director APAC

21

Customer Success Director EMEA

32

Client Services Manager

24

CEO and co-founder

8

Chief Product Officer

276

Senior Vice President, Marketing

735

Senior Product Marketing Manager

103

Director of Marketing Strategy & Operations

4

Marketing Manager Americas

30

Head of Finance Operations

27

Principal Integration Engineer

25

Enterprise Sales Executive

26

Marketing Manager

18

Senior Channel Partnerships Manager

20

APAC Marketing Director

9

Customer Success Manager APAC

738

VP Revenue in Sales EMEA

275

Head of Deployment

5

Head of Client Services & Integrations for APAC

16

Marketing Coordinator APAC

14

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