Information Technology Reference
In-Depth Information
Cost per Thousand (CPM)
CPM is an online display advertising pricing model, where the advertiser pays per one thousand
impressions. (The M in the acronym stands for mille , the Latin word for thousand .)
Cost per Click (CPC)
CPC is an online advertising pricing model typically used in search engine marketing, where the
advertiser pays for every single click and site visit.
Cost per Action (CPA)
CPA is an online advertising pricing model, where the advertiser pays for each specified action,
such as a purchase, a lead, etc., linked to the advertisement in question.
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Pay per Click (PPC)
PPC is an Internet advertising model typically used on search engines, where advertisers only pay
when a user actually clicks on an advertisement to visit the advertiser's website. Advertisers typi-
cally bid on keyword phrases and thus have a variable cost per click.
i'll give some reasons why you might choose certain cost types over others later
in this chapter, in the section “setting Up new Campaigns.”
By applying the campaign cost type information to your incoming traffic and
having it grouped by the campaign categories, we get a plethora of opportunities beyond
just the primary campaign summary report. see Figure 3.1 for an example of a custom
campaign summary.
Figure 3.1 A custom campaign summary
the Campaign summary, provided out of the box from Yahoo!, is a tad too
aggressive on the number of metrics displayed, so i used the Custom report Wizard
(more on that in Chapter 7, “Customizing report results”) and removed a few col-
umns for a better visual display. However, even when you expand the tree and explore
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