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. Depending on your ad type, you'll be charged differently.
​
Search ads are charged by click, hence why they're often referred to as PPC, or 'pay per click', ads. Display and video ads can be charged by impressions, which are sold in bundles of one thousand (the CPM). They can also be charged per-click, and even a combination of the two. 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. Often times, you'll pre-pay for the amount of impressions you want for your campaign.

Pro tip: There is no additional fee for adding a conversion tag to your ads! A conversion tag is a piece of code that 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 easily understand the return on your investment, and where your conversions are coming from. Our ad optimization team can talk to you about how to put conversion tags in place.
​
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.
​
Reach out to us through our bot or your Account Partner to discuss the most optimal ways for you to get the best ROI possible.