Before we looked at the CPM. Google taught us to focus on the CPC. Advantaged students discovered the CPA. Everything will change with the ... CPS?
You are mistaken if you think you have to start your banner with a good headline. Or place a good deal at the beginning of the landing page. Or care line "From: / Subject:" in an emailing.
What you have to do is start with a video like the above. A few seconds your client a smile. Is inevitable. 100% of the audience it is (I checked).
Therefore, Your CPS will be maximized and save you the hassle of working with usability, persuasion, argumentation, the call to action ...
Do not you know what that is CPS?
Ta-ta-chan-chan, we present the "Cost Per Smile." According to the director of a large interactive agency in a paper a few months ago, is the final metric.
No more look at what cost us the impressions, clicks or I do not know. What you have to do is cause the maximum number of smiles at the lowest possible CPS. CPS is the next revolution.
Well, enough of smiles, let's get serious.
Internet and its pitfalls
First they told us from our computer could open a store would work day and night and we could sell a gazillion million consumers in the twelve continents.
What we do not say is that, like us, some four million savvy would create exactly the same store with the same products and prices to us.
The next trap is tended us that everything was measured. Excuses no longer worth as that of "No one has entered the store but have seen the showcase million Internet users, have done 'branding' (does anyone know what is that of 'branding'?)".
Yes, measure results is vital. But what did not tell us is that we have zillions of these variables, with interactions between each zillion zillion zillion reports pages each waiting to be read.
metrics need to make decisions, or return to the terrible scenario described above based on gut feelings, hobbies or wet fingers into the air.
So, what is the right metrics that will tell us whether the Internet has been worth it?
Let's review the most important and its evolution:
1. CPM, an old acquaintance
CPM = Cost per thousand impressions. I guess the origin are the "impressions" of advertisements in newspapers and magazines. If so, this metric is older than you and I together.
is the focus of selling advertising, I'll sell my databases for emailing and therefore charging you a thousand records. Or let you put a banner on my home and a thousand times that the "print" I get paid much.
Thousands of impressions then if advertising has not worked is not the problem of selling the databases or the web site owner. It's your problem.
For the advertiser only thing certain is the amount of money that is going to leave. In a way it is unfair because the risk is 100% of the advertiser.
The ball was picked up by those who invented, more than a decade, the next big metric:
2. CPC and the boom of the Pay-Per-Click
CPC = Cost per click. The announcement is printed as before, but if no one click, no expense. The prints are free.
Goto.com in 1998, then Overture pioneered this model of payment and revolutionized the market. Today, with Google AdWords forward, investment in systems, pay-per-click amounts dizzying moves, immune to the crisis. And rising.
With the CPC the advertiser dramatically reduces your risk, and not have to put a wad of cash on the table before launching the campaign. If it goes wrong, the cost is minimal. If goes well, is a variable expense.
prints and cost are no longer the reference and look at how much attention each visit costs me my web.
The obsession is no longer how many trillions of hits or I can generate impacts to focus on how many I can handle hordes of visitors to my website.
no longer involves placing a store on a busy street but also to do something to fit.
But as you know the good shopkeeper, that does not ensure sales. Third element is missing: good products, good deals and good sellers.
words, but buyers do not want onlookers. What gives rise to the following prompt:
3. CPA, is this time yes, final metrics?
CPA = Cost per acquisition. Advertiser's approach is smart. I give the same impression. Clicks not so, but well.
What really interests me is that visitors become something. Because I want subscribers, donations, interest (leads, CPL), customers (sales, CPS) or whatever. Do something.
is, my website has a purpose, a conversion lens, which can be as simple as downloading a PDF or as complicated as a sale. And I'm going to look at is how much it costs each of these "acquisitions."
For example, if each budget request cost me € 1 (= CPA) and each bag € 100 100 applications for orders going Justito. If the CPA up to 1.1 I have logged in losses, and I do not it's any consolation to the CPM or CPC is a bargain.
The CPA is much less used the CPC. It costs more to obtain.
In fact, in systems like Google AdWords is a metric that exists but does not appear by default. You have to do a little process that includes touching the HTML of the web.
Nothing. Not much, but you have to do it. Many companies, despite good numbers in left clicks not even know they exist CPA. CPA And only half of the movie to make correct decisions.
Be more or less easy to obtain, the CPA allows me to assess the quality of the clicks made by different means. If the CPA of Facebook is high and the low emailings I know where I have to put the next override. The CPA rationalize spending on Internet, or rather, the Internet investment.
even spending limit no longer makes sense: while the CPA does not exceed a certain level, the budget will grow until there are no more market. Let me explain.
If you have a business that brings potential customers at a unit cost that will be profitable, how many potential customers you're going to ask you to bring? How far up the budget of the month in commission? Or all you can bring?
Hence, lead generation techniques (recruitment of potential customers) and improving conversion web (conversion = acquisition) are taking more and more visibility and will, in my opinion, the next revolution in Internet.
Now, the CEP is really the ultimate metric?
Of all the views above and we have not seen (open rate, CTR, followers, fans, etc..) Is undoubtedly the most important.
But it is not final. For example, I can have an ad on AdWords CPA with a very inexpensive, but generates so few conversions I not worth it. Maybe I have another ad with a CPA more expensive but it generates so many clicks and conversions are worth the extra cost me. Lets back
over forest: we have a lot of budget requests on the Internet but then become ill in the commercial customers when contacting them. That is, the on-line process is fine, but in its continuity capsizes off-line. The Web works well false.
Ultimately, the final metric has to understand the whole process as a whole, not just part. Since printing the announcement until the contract is signed. All steps. Any partial view is that, in part.
Anyway, between CPM, CPC, CPA, I stay with my dear CPA.
Note: I forgot, the video the principle. If you have not seen it, I bet you can not help but crack a smile:
http://www.youtube.com/watch?v=_JmA2ClUvUY
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