When you pay for traffic, you either pay for the exposure of your ads without a guarantee that anyone will click – only that they will SEE your ad – or you pay per guaranteed click, regardless of how many times the ad is shown.
This first method is called “CPM†or “PPM†(cost/payment per mille, i.e. per thousand views or impressions), while the second is called CPC or PPC (cost/payment per click).
[emember_protected for=4-5]
There are also other variants of these such as the very popular PPV (where you pay per 1000 views of a full page rather than a mere ad – but this involves a rather intrusive pop up system which may not work for music – though it might work sometimes, depending on how you set it up); there’s also CPA (cost per action/acquisition) where you pay for people to take an action such as signing up, as well as another variant of that known as CPL (cost per lead).
Each method has its advantages and its disadvantages.
CPM or CPV tend to be much cheaper for the volume of exposures but you get no guarantees that even one person will click through to your page. Of course, if you design your ad well, then statistically you can be pretty sure that many people will – that’s why these ads remain very popular. But – that’s a risk.
CPC, CPA or CPL tend to be much more expensive but you at least know that you get the visits you paid for. But you DON’T know (until you try) if they’re sufficiently well targeted. Perhaps you’re wasting money!
This is why doing some prior research is so important. If you learn that Facebook is able to target members who really respond to heavy metal, whereas PlentyOfFish has no heavy metal fans to speak on, then you might as well focus on Facebook and forget the others.
As a rule of thumb, however, it’s best to start with CPC /PPC. At least you’ll know exactly what you paid for and what you received. If you pay $0.10 per click and you spend $100, you should get 1,000 clicks. Period. You can then analyze that very easily using your monitoring program (more on that later).
As you get good at this game, you should also try all the other models – but START with CPC!
Incidentally, almost all forms of ads rely on keywords. So, first you pick the keywords you think are the best for your offer, then you “bid†for them (i.e. agree to pay a per-click price which will ensure that your ad will be listed nearest the top of any listings), and then you also pick a bunch of “related†keywords in order to have a good mix of terms – either of which may get you noticed. This is why the keyword research I mentioned earlier on is so important not only for SEO but also for your paid traffic needs.
[/emember_protected]
 |
 |
 |
| Book 3 – Chapter 29Choosing Networks |
Course Overview | Book 3 – Chapter 31Ads |
Book 3: 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, , 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32, 33, 34, 35, 36, 37, 38, 39, 40, 41, 42, 43, 44, 45, 46, 47, 48, 49, 50, 51, 52, 53, 54, 55, 56, 57, 58, 59, Overview
Bonuses: templ, lib, tips, kwds, models Link Res: aff, class, cpa, cpv, cpc, write, mob, outs, rss, soc, traff, var, exch, srcs, vid Sub-courses: sens adw, aff, ar, bkm, cpy, cp, fb, fun, goo, lst, loc, mem, opt paid, ppal, sbox, prod, seo, opt, socn, vidm, host, wp, lnch
