In this case, Jon has found that OCPM is miles above plain CPM in terms of conversion rates. Others take the time to test, to come up with interesting results. So is CPM or OCPM more effective? Some people assume that OCPM is worse, because it removes control from your campaign and forces you to put trust in Facebook, hoping they know best where to spend your pennies. Rather than blindly dumping your budget into the first thousand people who see your ad, Facebook tries to be a bit more intelligent about spending your pennies, finding people who are most likely to actually click your ads, even though you’re paying by the impression, not the click. OCPM is Optimized Cost per Mille, which is identical to CPM – paying for impressions, remember – only it takes advantage of Facebook being, well, Facebook. Facebook RelevanceĬlicks and impressions are the essential currency of ads in most places, but Facebook throws a curveball into the mix with OCPM. Affiliates pay you by the click, but they also put a little bit of tracking code on the session of the user who clicked, and track whether that user goes on to convert. However, all clicks have the potential to lead to conversions, which is what makes them so important.įor ads that pay by the click, you can also consider affiliate ads. People can find your website through other means and convert directly, without ever seeing your ad. Likewise, you need a click in order to get a conversion. Think about how you need an impression in order to get a click. With filtering, however, those only count as a single unique click.Ĭlicks are much, much more important than impressions, for one reason. This would, normally, drain your account. A competitor decides they want to drain your budget, so they sit on your website and click your ad repeatedly, over and over, thousands of times. Imagine if you were paying $3 for 1,000 clicks. There’s a bit of filtering going on behind the scenes, however. Either way, the click is the basic unit of measurement. You can pay for X number of clicks on your site, or you can run advertising that pays you for every X number of clicks. Like CPM, CPC – Cost Per Click – goes both ways. A click, simply enough, is whenever a user actually clicks on your ads. This is because it’s incredibly easy to get views, but it’s hard to get anything out of them. This works the opposite way you pull in views, and the advertiser will pay you per thousand, typically in the sub-$1 range. Some advertisers will pay you for a certain number of impressions. One thousand people will see your ads, and all you had to do was pay under two dollars.įun fact: mille is Latin for “thousand” and is the root of the word millennium. So if you’re paying for $1.50 CPM, $1.50 will earn you 1,000 impressions on your ads. This is typically referred to as CPM, or Cost Per Mille, where Mille means thousand. Users need to see your ads before they can decide whether or not to click them. What’s the point of impressions? Well, you can’t have clicks without impressions. When your ad loads and displays in front of a user, that is one impression. In fact, it’s hardly even an interaction. Impressions are the most basic, utterly mundane interaction you can have with a page.
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