In the language of digital marketing, many anglicisms and acronyms are used that may be strange to those who approach this world for the first time. When it comes to internet advertising, one of the most widely used terms is CPC. It is important that you know it and know well what Cost per Click is if you want to advertise your business online.
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CPC – Cost per click, what is it, and what does it mean?
The acronym CPC comes from Cost Per Click. You can also find them in English as PPC or Pay Per Click. Internet CPC advertising is known as advertising in which the advertiser pays their ads to the web that shows them to the public at a rate based on the number of times users click on your ad. This is one of the most widely used advertising rate models on the internet.
CPC, CPM, CPA, and a single payment, what are each of them?
If you are thinking about advertising your business on the internet, it will be very useful to know what these terms mean.
CPC or Cost per click
As we have mentioned, the advertiser pays the medium based on the times that the users or visitors of said medium click on their ad. That is, in this type of internet advertising the advertiser only pays for the times that someone clicks on your ad. This offers a great return on investment since you will really only be paying for those who show enough interest in your ad to click on it.
Of course, it is very important that the landing page is relevant to your campaign objectives. In other words, to make the most of every click you pay, the visitor must reach a specific page on your website that really interests you. It is because it is a specific offer because you hope to create a good sales funnel from it because it is the way to register on your website or for any other reason that you have indicated as the main objective of your advertising campaign.
Ads by Facebook Ads or Google Adwords, among others, use Cost Per Click as a payment rate.
CPM or cost per thousand
In this case, CPM refers to cut per thousand. That is, the cost is paid for every thousand impressions on the ad. Although it is an advertising model that is used, it is not the most interesting for SMEs and small businesses. Large media such as Google or Facebook, as we have seen, use CPC. And small media is often reluctant to this method because they rarely get thousands of views on their ads.
CPA or cost per action
When we talk about CPA advertising we are referring to an advertising whose rate is based on payment per share. That is, in addition to clicking on your ad, what you want from the visitor is something else. For example, download a guide or ebook hosted on your website with relevant information about your business. Or that they subscribe to your newsletter. Or watch a corporate video. The options are multiple and varied. The important thing, in this case, is that the advertiser only pays the media when a user clicks on the ad and performs a certain action on the landing page.
The cost of this advertising is much higher than the Cost per Click. But, obviously, it offers a very high Return on Investment, since you are only paying for the people who carry out the action object of the campaign.
This type of advertising is a little used. It’s about paying a fixed price to a medium for putting an ad on it. It is usually very cheap. But you must understand that you are paying no matter how many people actually interact with your ad. You will pay even if nobody notices it and clicks on it. It doesn’t seem like the best investment, does it?
How to get a high return on your investment in CPC campaigns
Typically the goal of a CPC campaign is to improve the conversion of a business. To obtain a high Return on Investment, it is important to optimize the CPC in campaigns in media such as Google Ads or Facebook Ads, among others.
Monitor your campaign and analyze the results
It is essential to understand what works and what does not work in it. So you can redirect it to always achieve the most interesting results. Questions such as what time do you best reach your target audience or what days of the week your ads have the best response are not exactly irrelevant data.
Choose very well the keywords that you will use
It is common for a layman to look for very general and short words. But if these are widely used by many competitors, achieving a position ahead of them will be expensive and difficult. Each type of business at all times and depending on the specific objectives of your campaign, you must use some keywords. These can be longtail keywords.
In any case, the keywords should not be chosen tun. The ideal for the success of your ads is that they come out of a study based on the analysis of:
– Your business and its current situation.
– Your specific objectives.
– The sector of your business and how is the market at the present time.
– Your main competitors.
– Your target audience and ideal client.
An expert professional will find the keywords that really convert and that will offer you a high Return on Investment in CPC advertising campaigns.
Strive to improve the percentage of clicks on your ad compared to the times it has been shown
This is said very easy but it is not always so easy to achieve. After all, this is what every CPC advertiser wants. But there are some types of ads that are more attractive than others.
– Those that include an attractive call to action.
– Those that include a striking offer.
– Ad extensions.
– Ads that include the keywords you have determined in them.
– Point out the negative keywords. Google Adwords, for example, allows you to point out which words you don’t want to be found with. For example, if you are a luxury hotel you are interested in marking the words “cheap” or “cheap” as negative since you are not interested in being found with them. You would be wasting your investment with users who are not going to become customers. Or if you are a new car dealer, you should report ‘second hand’ or ‘used’ as negative.
Main sites to use Cost per Click campaigns for the success of your business
It works with the CPC system. It is the most used social network every day in Spain and allows a great segmentation of ads. This aspect is essential for the success of your ads because to get a high number of clicks what interests you is that your ad is shown to your ideal target customer.
It also allows good segmentation. If your ideal client is in the user range of this social network, it is a good place for your CPC campaigns.
This is not a common social network, so it is not interesting for all types of businesses. But if you are looking for B2B advertising, that is, reaching other businesses, it is undoubtedly ideal for you and you must have a presence in it, yes or yes.
Through Google there are two different models of very attractive Cost per Click campaigns, with important differences between them:
Google Display Network. It is the Google ad platform that has thousands of websites, blogs, and applications where you can show your ad to its users.
Google Adwords campaigns. With these ads, you will appear as sponsored content in the searches that users make in the search engine with the keywords that you determine and depending on whether your bid is higher than that of your competition.
This search engine is not yet at the same level as Google in terms of number of users, far from it. But these are growing and reaching them is much easier and cheaper than with the giant. Bing Ads CPC campaigns will provide you with a high Return on Investment.
The YouTube display network is another great place to carry out successful Cost per Click campaigns with a high ROI, with millions of daily users. Evaluate whether it is the ideal place to reach your target audience. It also values the possibility of creating a channel within the platform.