CPM - yog dab tsi? Yuav ua li cas siv CPM nyob rau hauv advertising?

By tso ib tug xov xwm thiab contextual advertising phiaj los nqis tes rau lub network, tej advertiser laij nws kwv yees nyiaj txiag. Customer advertising phiaj los nqis tes nws yog ib qho tseem ceeb los mus saib yuav ua li cas cov nyiaj faib rau nws siv, seb cov nyiaj no yog siv thiab cov hauj lwm zoo uas lawv yog siv raws li tau npaj. Lub xam ntawm lub efficiency ntawm cov khoom advertising nyob rau hauv xov xwm npaj raws li nyob rau hauv ob peb indicators, As, yog ib tus uas yog tus Performance index ntawm CPM. Yuav ua li cas yog no daim duab yuav ua li cas siv nws - paub hauv qab no.

CPM - yog vim li cas yog nws tsim nyog

Yuav ua li cas yog CPM advertising, nws tau paub txij li thaum lub xyoo pua xeem. Lub module siv nyob rau hauv tag nrho cov advertising campaigns uas coj qhov chaw nyob rau hauv cov xov xwm. Publishing, TV thiab xov tooj cua noj tseem siv no daim duab rau xam tus nqi ntawm advertising. CPM yog siv nyob rau hauv lub rooj plaub thaum nws los txog rau tus nqi ntawm cov zaub advertising yog tsis muaj ib lo lus uas peb, thiab phav phav tau buyers. Nyob rau tib lub sij hawm, thiab twb muab tso rau hauv kev no lub sij hawm. Tus tswv ntawm advertising platforms yuav tsuas ua hauj lwm nrog lawv ncig thiab thematic kom pom tseeb, ces tus CPM tus nqi tau txiav txim, advertising, noj mus rau hauv tus account qhov no tus nqi yog tsim.

Txhais CPM

Ib tug yooj yim txhais ntawm CPM - nqi ib txhiab yog. Los ntawm lub npe ntawm tus module English lus Nqi-Ib-Txhiab, qhov twg M - lub Roman tus nab npawj, lub ntsiab lus 1000 tauj Yog li, cov lus nug ntawm yog dab tsi lub CPM, koj yuav hais tias qhov no yog tus nqi tauj ib txhiab ad impressions. Qhov ntau lub sij hawm muaj yog advertising rau cov nplooj ntawv ntawm ntawv xov xwm thiab cov phau ntawv Magazine, qhov ntau feem ntau nws yog ua si nyob rau hauv lub xov tooj cua los yog nyeem rau hauv lub TV channel - ntau dua tus nqi ntawm no tau.

Xam CPM advertising hauv internet campaigns

Nyob rau hauv Internet, lub luag hauj lwm ntawm lub ad feem ntau ua si banners - cov annoying pop-ups, uas yog thiaj li nrov nrog cov neeg siv, thiab cov uas coj nyiaj mus rau tus tswv ntawm advertising platforms. Qhov ntau nrov ntawm qhov chaw, lub ntau cov neeg tab tom nrhiav nyob rau ntawm no web page, qhov ntau kim advertising rau ntawm qhov chaw yuav raug nqi tus neeg muas zaub.

Advertisers xav nyob rau hauv qhov loj tshaj plaws tau xov tooj ntawm cov neeg uas pom lub banner. Yog li ntawd, dab tsi yog qhov CPM, nws yuav tsum tau qhia lej raws li nram no:

CPM = (tus nqi tas nrho ntawm cov advertising kev txiav txim) / (npaj tooj ntawm views ib hnub twg banner) * 1000.

Tam sim no nws yog qhov tseeb, CPM - dab tsi nws yog. Nyob rau hauv advertising nws yog ib tug ntawm cov tseem ceeb tshaj plaws ntsuas. Ib advertiser yuav xam ntau npaum li cas cov nyiaj uas koj yuav tsum tau them tus tswv ntawm lub site los xyuas kom meej tias cov lus qhia tau pom tias ib txhiab neeg siv ntawm tus network.

Dig muag, qhov no muab xam los ua piv txwv los ntawm ib tug piv txwv yooj yim. Tus nqi ntawm cov muab ib tug banner rau ntawm qhov chaw ntawm ib tug portal yog, piv txwv li, $ 400 ib lub lim tiam, cov txheeb cais ntawm no lub website qhia tau hais tias ib lub lim tiam browsing qhov chaw hais txog 10 txhiab. Cov neeg siv. Yog li, ib tug yooj yim muab xam muab ib tug nqi ntawm:

CPM = $ 400/10 000 * 1000 = $ 4 ib ib txhiab impressions advertising ntaub ntawv.

Advertisers yuav tsum to taub hais tias ib tug yooj yim ua qauv qhia ntawm lub banner ntawm cov thematic website yog feem ntau tuav. Muaj yog tsis muaj guarantee tias tag nrho cov kaum txhiab tus neeg uas tau mus xyuas cov nplooj ntawv, nco ntsoov mus nias rau qhov banner. seb tus qhua yuav xav mus txuas mus rau los yog tsis - nws nyob ntawm lub attractiveness ntawm lub banner thiab cov ntaub ntawv uas yog muab lo rau nws. Ib lub tsev kawm yuav tsum tau muab tag nrho cov koj cov ntaub ntawv rau xam cov CPM kev xaiv. Nws yog muaj txiaj ntsim rau lub site tswv, koj muaj peev xwm to taub. Tab sis advertising, nws zoo thiab nthuav rau cov neeg siv kawg yuav muaj nyob rau hauv cov hauj lwm ntawm tus neeg muas zaub.

Kev them nyiaj yug module CTR, muab xam txoj kev

Yuav kom txo tau cov nqi yuav tau xav txog lwm qhov taw qhia - CTR index. Lub npe kuj los ntawm lus Askiv thiab yog kiag li lub suab zoo li ib tug nias-mus dhia - CTR tus nqi. CTR qhia tau hais tias koj yuav ua li cas muaj coob tus neeg clicked rau lub banner thiab mus rau ib sab advertising neeg muas zaub. Qhov no module nyob rau hauv lub correctness ntawm cov xaiv qhov chaw, vim hais tias cov ntau tsim nyog thiab tsim nyog saib advertising, qhov ntau dua qhov yuav hais tias cov qhua xav nyob rau hauv cov ntaub ntawv thiab clicks nyob rau hauv lub banner. Cov kev xam xyuas qhov ntsuas no yog raws li nram no:

CTR = (tus naj npawb ntawm cov neeg siv uas clicked rau lub banner) / (lub tswv yim npaj tooj ntawm views nyob rau hauv lub Banner hnub) * 100%.

Piv txwv li, yog hais tias tus 20 txhiab tus neeg uas tau pom lub xwm, tau ua raws li ib qhov txuas 800 cov neeg siv, ces tus CTR yog 800/20 000 * 100 = 4%, uas yog saum toj no rau hauv lub qis txwv.

Empirically qhov tseeb hais tias qhov tsawg kawg nkaus CTR ntawm 3-5%. Yog hais tias tsis muaj, ces tus nqi tauj ib tej zaum cov neeg yuav ntau tshaj cov kev tsim nyiaj, thiab advertising yuav muab suav hais tias tsis zoo.

siv indexes

CPM yuav siv tau thaum koj xaiv ib tug nqaim phiaj cov neeg tuaj saib. Piv txwv li, thaum ordering lub banner site platform muab advertisers ntaub ntawv hais txog lub hnub nyoog, tub los ntxhais, qhov chaw nyob, kev txaus siab ntawm tag nrho cov sau npe qhua. Yog li cov kev kawm banner tsuas pom mus rau cov neeg cov neeg siv, uas cov promotional ad raug xam. Cov nyiaj txiag ntawm lub phiaj los nqis tes ntawm lub tib lub sij hawm kov ntau kev lag kev luam thiab ntau nraaj.

Koj yuav tsum tau coj mus rau hauv tus account cov kev ua ntawm mus tas li cov neeg. Qhov ntau nquag tib yam qhua pom tib yam ad khoom, cov nyiaj ntau yog debited los ntawm lub advertisers, tab sis tus neeg muas zaub thaum tus neeg muas zaub los ntawm no tsis muaj lawm yuav. Yog li ntawd literate xam indices CPM thiab CTR nyob rau hauv nrog ib tug sib sib zog nqus tsom xam ntawm cov ntaub ntawv los ntawm lub advertising platform nqa cov kev kawm tau mus rau cov neeg muas zaub.

Lwm point uas yuav tsum tau coj mus rau hauv tus account nyob rau hauv thaum pib ntawm lub phiaj los nqis tes. Payment yuav tsum tau raug los yog nyob rau hauv cov nqe lus ntawm CPM, los yog CTR. Nyob rau hauv lwm yam lus, cov neeg yuav tsum to taub lub essence ntawm advertising modulo CPM banner - nws tsis yog ib tug them nyiaj rau ib tug nias, tab sis tsuas yog rau cov advertising ib tug khoom ua qauv qhia

Summing li

Thaum nug dab tsi yog qhov CPM, koj yuav hais tias qhov kev xaiv no yog ib tug ntawm cov tseem ceeb tshaj plaws nyob rau hauv lub tsom xam ntawm cov hauj lwm zoo ntawm ib tug advertisement, thiab kuj yuav tsum coj mus rau hauv tus account thaum xam xyuas cov advertising nyiaj txiag. Coj mus rau hauv tus account thiab tus nqi ntawm qhov raug iab liam muaj mob lub peev xwm qhua tuaj noj mov nrog lub advertising ntaub ntawv, thiab tus nqi ntawm banner kev tso kawm nyob rau hauv ntau qhov chaw zoo li no thematic kom pom tseeb. Muab cov tsis, nws yog ua tau los mus laij lub efficiency ntawm ib tug advertising platform thiab ntse lug tau sai dlua advertising nyiaj txiag.