Information Technology Reference
In-Depth Information
70
Figure 3.10
Campaign properties
Your Cost type choices depend on the specified channel, so you have to apply
the right channel to make sure you have the ability to apply the right cost type.
You can choose Free Campaign / Other Cost type if there is no direct cost
attached to the campaign, such as a great review from a blogger, which you set up as
a campaign. it can also be a general offline branding exercise that drives good traffic
to a vanity UrL that you want to track the impact of, but the cost center is placed else-
where in the organization.
One-time Cost is a type you choose when you buy a campaign where the number
of impressions, clicks, visits, or actions are related to the cost. this is typically display
advertising, such as when you buy a one-week ad on the front page of your industry
trade magazine's website.
CpC and Cpa are two cost types that are used to automatically apply a summed
up cost for the campaign. this is done in real time, and you will be able to see the run-
ning costs as they arrive. an example is a shopping comparison engine where you pay,
for example, $1.20 per click in a given category.
ppC is almost self-explanatory; it represents the opportunity to apply the cost
for every click you bid on and on the paid search engine, and then summarize the
costs for the campaign.
the next step is to put the campaign categorization we talked about earlier to
use (see Figure 3.11).
