Charges typically come from two sources: impressions and clicks. An impression is when your ad pops up or is shown on a website. A click is when someone clicks or taps on your ad and visits your website. Search ads are charged by click. Display and video ads are charged with different strategies. They can be charged by impressions, which are sold in bundles of one thousand. They can also be charged per-click, and a combo of the two. If you want to use proprietary targeting groups assembled by the platforms that help deliver your ads (DSPs & SSPs, defined below), you will pay additional fees for keywords or audience data used within those targeting groups. Ad types that are difficult to track through clicks, like audio ads or digital-out-of-home ads will be charged on an impression basis.
Pro tip: There is no additional fee for adding a conversion tag to your ad. A conversion tag is something you can add to your site whenever you want to track a specific customer action, such as making a purchase, booking an appointment, or signing up for an event. The tag in the ad is linked to a tag on your web page, so you can more easily understand the return on your investment. Our ad optimization team can talk to you about how to put conversion tags in place.
Humming uses internal strategies, such as advanced market segment targeting and ad content suggestion to maximize impressions, audience reach, and click optimizations. We’re happy to talk with you about your goals in order to tailor our approach.
Humming charges a fee to serve and manage your campaigns. Typically this is a percentage of the total ad buy amount, scaled such that larger media purchases pay lower service fees.