Comparison of online advertising payment models: which one is right for you?

What to pay for in Yandex.Direct, Google Ads, VKontakte, myTarget and Facebook Ads? For clicks? Conversions? Interactions? Something else? We analyzed the available payment models, figured out how they work and in what situations they are suitable.

Finally, there is a comparison table by payment model by ad platform and ad format / target.

(CPC)

CPC (Cost per Click) — , . , . — , .

:

• .;
• Google Ads;
• ;
• Facebook Ads;
• myTarget.

, . , , :

CPC = /

, 10 000 . 1500 , 6,67 .

CPC :

1. — , — . . . Google Ads.

20

2. — , . , . , Facebook Ads myTarget.

CPC

. :

• — . , N . , , .
• ( ), .
• CTR , .

CPC performance- . CPC (CPM). CTR, , .

, 15 000 . CPC 50 . 315 . 1000 52 . 293 000 . CTR 0,2%, 586 — 2 . , .

1000 — CPM

CPM (Cost per Mille) — , 1000 . , — . , .

1000 :

• .;
• Google Ads;
• ;
• Facebook Ads;
• myTarget

CPM

1000 . , , :

CPM = ( / ) 1000

, 20 000 . 350 000 , CPM 57,14 .

CPC, CPM :

1. — , 1000 , . CPM ., Facebook Ads, Google Ads. , myTarget ( « /»).
2. — myTarget 1000 , ( « »).

1000 Facebook Ads

CPM

CPM . :

• , — , .
• CTR, , .

CPM, — CPC CPM ( myTarget), CTR.

, CPM 2 , CPC. -. CTR , 0,01%, 29 315 CPC — 10 .

: , CTR, CPC, .

oCPM — CPM

1000 (oCPM) — , 1000 , , .

oCPM :

• myTarget ( );
• ( « »);
• Facebook Ads.

oCPM : — , . . 1000 , .

oCPM , « » «»

eCPM —

eCPM oCPM . .

eCPM — , 1000 . , . :

eCPM = ( / ) 1000

, 20 000 ., 800 000 . eCPM 25 .

— CPA

(CPA, Cost per Action) — , . — , , N .

, -, , , — . , .

, .

:

• .;
• Google Ads.

. , . :

CPA = /

, 10 000 20 , 500 .

, .

— .

CPA

:

• : , , . .
• , . , . , , .
• . , , «». , — 500 ., 10% , . , — 50 .

: CPA, CPC CPM?

CPA — , . .

CPC — , ( . . ). , CPC .

CPM — , , CTR . .

CPA :

• CPL — .
• CPS — .

.

— CPL

CPL (Cost per Lead) — . , , — , .

CPL :

• .;
• Google Ads.

1: Google CPL . . , CPL.

2: , , Facebook . . . .

“ ” Facebook CPM

, , . , , :

CPL = /

10 000 . 20 , 500 .

CPL

, — . , -, , ( B2B).

CPL :

• ;
• ;
• ;
• - ;
• -.

, . , . , — 1000 ., — 25%. , , 4 . — 250 .

CPC 5 100 10 ., . 50 . .

— CPS

CPS (Cost per Sale) — . .

, . , — (, “ ”).

CPS

- , .

. , . .

— CPI

(ost per Install) — .

, , :

• Google Ads;
• myTarget

. . CPC.

— . :

CPI = /

, 5000 . 20 , CPI 250 .

Google Ads, CPI, « »

CPI

, :

• , .
• CPI , CPC CPM.

, CPC CPM, . , , CPI.

— CPV

(Cost per View) — , . , , .

:

• Google Ads;
• Facebook Ads;
• myTarget

, myTarget CPA — . , , - CPA- ( Google Ads). myTarget CPV.

, . , Facebook Ads , — .

CPV Facebook Ads

:

CPV = /

10 000 . 1000 , CPV 10 .

CPV

, , — , . , , — .

, , — CPM, CPC, CPA.

— CPE

(Cost per Engagement) — , .

:

• Facebook Ads;
• Google Ads.

, /.

-. , Google , . “”. Facebook «» .

CPE Google Ads, « » «»

CPE

, , . CPE Google.

Facebook , . , .

Facebook , ,

-:

, . oCPM ( CPM), CPL CPS ( CPA, ).

? Click.ru 18% . , .