To set up your first online advertising campaign you can choose between various business models. Apart from choosing if you want to promote your online store (or services) with banners or text ads have the possibility of hiring companies that charge for clicks, impressions or sales. All models have advantages and disadvantages.
For starters, it can be difficult to handle all that well between what is CPC, CPM, and CPA. Let ‘s start by defining and explaining the different options:
Online advertising payment models
Cost per thousand impressions (CPM): If you pay by CPM you pay a price x per 1,000 views of your banner on a website. Display “print” (standard term) is defined differently according to a company.
Pay Per Click (PPC): the PPC is where an advertiser pays for each click takes a navigator on a text ad or banner model. It sounds simple, but there is no common standard among different actors. One advantage that companies such as travel agencies benefit from is the instant exposure that pay per click Jacksonville FL provides.
Cost Per Action (CPA): CPA model is the most complex of the three. The advertiser pays for sales or records. Depending on the “action” required differs between CPS (Cost per Sale, also known as CPV, cost per sale) when it is a sale or CPL (Cost per Lead) when it is a record that requires, e.g., fill some form.
Operation and measurement of CPM, CPC, and CPA
In the online advertising market, there is excellent transparency and little standardization of measurement because each applies its criteria.
The CPM is paid per thousand impressions of a banner on a website. Some visualizations account when creativity is not in the visible part of the screen. The position of the flag and measurement, therefore, are important criteria when hiring a campaign with a print model. Most actors are not billed unviewable impressions. Make sure the company you hire follow this standard.
Speaking of PPC, a click is not always a click. Every online advertising company seems to have their distinct standards. Something reasonable is to count one click per user per hour or session. Thus avoiding erroneous counting clicks. Interestingly many users do double click on a banner. Unfortunately, some companies count this as two clicks and create additional costs for an advertiser.
Variable model of the CPA also has significant variations depending campaigns. The affiliate marketing industry is changing and is in a phase of internal cleansing. 1 to 2 years ago many advertisers pay on a model of “post view” (Zanox) or “eye sales” (Tradedoubler). This model allowed them to generate income to support affiliate was the last to display a banner before a user, e.g., buy a ticket or hire a home insurance up within 30-45 days after seeing the creativity. Many members found ways to make “unwanted” practices that allowed them to generate significant revenue. Consequently, the major advertisers have stopped working with models “post view” or “eye sales.”
Most affiliate campaigns today work with post-click. A visitor clicks on a banner, visit an advertiser’s site and makes a purchase. Sometimes it may take a few days between click and conversion (sale or registration) for a commission to the affiliate (website) is accounted for.