The problem is I don't know what CPM rate I would pay, if the click through rate would go up or down and if I get a better customer conversion rate by using display ads then text ads.
At the end of the day the real metric that matter is the customer acquisition cost, and without testing this I won't know which method has the better customer acquisition cost. Going forward I am going to test this and see how a CPM method will perform. Click Here and Download Now. They usually appear below the section titled "People you may know". To look at the equivalent of what this would look like in a CPM method is much easier for Facebook.
It appears for Facebook, at least for my clients, that CPC is the better way to go. To learn more about how Facebook CPC pricing works and how to get the most out of your budget, click here! They are located on the right hand side of the screen and are under the title "Ads by Linkedin Members".
As with Facebook, Linkedin provides an estimate of what should be paid if you choose the CPM purchasing model. Below is what that would look like. For Linkedin it appears it is also most beneficial to advertise using a cost per click method.
I am definitely going to be sticking with the cost per click payment method on Linkedin going forward. It looks like in most cases using a cost per click payment model is the most beneficial for businesses looking to advertise online. The one exception where it is not clear is Google Adwords, which I will need to test to see the results.
Watch for the results in future blog posts as I will post them after my test is done. This is a good exercise to go through for your campaigns as well. Facebook reserves the right to survey your audience to try to improve their delivery optimization. That said, if you have a brand without much awareness, it could be worth testing. This allows you to start educating prospects and build remarketing lists at the same time.
With the Traffic objective, you have a few different bidding options. You can alternatively opt to bid on:. For this reason, link clicks are much less valuable to me than landing page views. The goal of these campaigns is to drive engagement. I know it sounds like a vanity metric. Facebook will show your ads to the people in your audience that are most likely to engage. I especially like it for the latter.
The result is that we now have ads with a lot of engagement that are plugged into campaign objectives that are better for driving the funnel.
With the Post Engagement objective, you can choose to optimize for post engagement, impressions, or reach. Facebook suggests using this objective in the consideration stage but I find that it can really be used in any stage of the funnel — with the right content.
One of the best things about the Lead Generation objective is that you can capture email addresses to start to build up your email marketing efforts in tandem with your paid social efforts. If you have the content, I highly recommend testing out this objective. It can be incredibly cost-effective. The Video Views campaign is another one of my favorites. Facebook recommends using it in the consideration stage. I find that I typically like it best for Top-of-Funnel campaigns but, with the right content, it can also be useful for mid-funnel campaigns.
The beauty of the Video Views objective is that you optimize for video views and those are typically really inexpensive, comparative to other objectives. Half of the conversion volume lowered between the two periods.
Just like that, the conversions went back up along with cost per conversions looking a lot better. Impression and link click volume went back down as expected. Most of my clients are focused in generating leads therefore I want to get the most conversions I can with the lowest price. Hopefully, there will be an update from Facebook that will give us the option to choose to be charged for clicks when optimizing for conversions.
So back to the question on which should you choose? Review your objectives and test it out. If you want to grow some awareness, get your customers to your landing page, and increase your retargeting pool, go with link clicks. If you want to get most amount of conversions for the lowest cost, go with conversions. Am I seeing the same outcome on the LinkedIn side when comparing the website visits and conversion objectives?
The way to calculate PPI is to simply find out how much profit—not revenue—you generated from a campaign, and then divide that by the number of ad impressions it took to produce that profit. This enables you to see how well your ads perform after all costs have been accounted for. Campaigns with high PPIs will ultimately be the best candidates for scaling and growth. So when it comes to valuing impressions, clicks and conversions, you need to have a big picture view to see how all of these different moving parts work together.
The best way to get a good grasp of how these factors tie in together is to constantly test and tweak your ad campaigns. Keeping the Profit per Impression metric in mind can give you confidence regarding which ads will ultimately generate the most profit for your advertising campaign.
Posted in Display Advertising.
0コメント