Mobile Internet advertising-fourth-more-internet Advertising billing-2016/12/07

<span id="Label3"></p><p><p><strong><span style="font-family: "Microsoft YaHei"; font-size: 13px">Internet Advertising Billing Method</span></strong></p></p><p><p><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">"homage to the original niuguozhu- <span style="color: #000000">http://www.iamniu.com/2015/11/21/the-discussion-of-the-development-of-adexchange/</span>"</span></p></p><p><p></p></p><p><p><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">From the advent of Internet advertising to the present, there are many different modes of billing METHODS.</span></p></p><p><p><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">Here are some of the most mainstream billing methods:</span></p></p><p><p><strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">CPC (click Cost)</span></strong></p></p><p><p><strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">　　</span></strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">That is cost-per-click, cost per click. Pay-per-click mode is the earliest way internet advertising is Billed. Because the click of the ads is very easy to cheat, so the CPC billing method produced by the consequences of a large number of media generated false click Deceive advertisers, and because the advertisers more familiar with the advertising mode of television ads, so there has been the CPD billing model, to the TV propaganda mode to ALIGN. If you do not consider cheating, but from the perspective of effect, CPC billing method than the CPD billing method more Advantageous. Baidu bid and Google bid are all using Cpc's billing model.</span></p></p><p><p><strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">CPD (cost per Day)</span></strong></p></p><p><p><strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">　　</span></strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">Pay by the Day. This model fully refers to the advertising of television ads, re-display, the scope of the brand exposure (wider geographical or crowd) and depth (frequency of arrival), but also by the indicators of television advertising to measure the effect, such as Igrp. however, the use of this type of billing media must have a strong user base support, and must have a high visibility and reputation, or advertisers do not buy, so there are only a few portals to use this method of Billing. For Vertical-type Media and ad networks, CPM is used for the billing method.</span></p></p><p><p><strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">CPM (cost Per thousand impression of Thousand People)</span></strong></p></p><p><p><strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">　　</span></strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">That is, advertisers show their ads 1000 times the fee Paid. The M in CPM refers to the mille, which is the meaning of thousand in Greek. The Internet industry, is the long tail law to play the strength of the industry, in addition to a small number of large advertisers can hold the main CPD billing methods, a large number of small and medium-sized advertisers often because of the reasons for the price to give up. If there is a demand there will be a solution, CPM billing method is Produced. CPM mode and CPM is the core difference in terms of delivery, according to the amount of billing, advertisers only need to buy for their own play volume is responsible for the small and medium-sized advertisers to solve the price dilemma, so welcomed by the market, CPM is the vertical type of media and advertising network mainstream billing METHODS.</span></p></p><p><p><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">But the CPM m must be the display of advertising? The answer is not necessarily, because we have to differentiate according to the form of advertising. If the advertisement is based on the fixed position of the webpage, such as banner, Pip and so on, m refers to the amount of PV on the page, and whether the domain visitor is seeing the advertisement is not necessarily. If it is a floating layer of advertising, the value of M at this point is the amount of advertising display.</span></p></p><p><p><strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">CPA (cost per Action)</span></strong></p></p><p><p><strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">　　</span></strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">The cost of each specific behavior generated by the user, that is, the pricing model based on the action taken by each visitor on the online ad. There are special definitions for user actions, including the formation of a transaction, the acquisition of a registered user, the generation of a download behavior, and so On.</span></p></p><p><p><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">The way internet advertising is billed varies with the market. With the rise of online games, E-commerce and the development of the network alliance, which pays more attention to the long tail flow, the Cpa's billing model has been developed, which is directed to the core requirements of game and e-business advertisers----to produce registration and Order. From the definition of entropy, A is placed before the advertising and media negotiations developed, so a can be registered, can be placed or can be clicked on a specific button, you can submit questionnaires and other forms, as long as the definition, both sides recognized, and both sides can detect the corresponding Data.</span></p></p><p><p><strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">CPS (cost per Sale)</span></strong></p></p><p><p><strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">　　</span></strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">This is the way of commercial cooperation for a certain percentage of commission based on the successful sale of the user generated by the Advertisement. CPS mode is a certain form of CPA mode, commonly used in the domestic e-commerce advertising when the billing method, meaning that only when the E-commerce to obtain the order, the media will be the promotion Costs. CPS has two benefit calculation methods, one is based on the proportion of the order amount calculated, one is not differentiated order amount, each order has a fixed value, the order fixed value multiplied by the order quantity is the Advertiser's benefit.</span></p></p><p><p><strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">ROI (Return on Investment)</span></strong></p></p><p><p><strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">　　</span></strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">Return on investment or roi. Now more for e-commerce, game users to assess the effectiveness of advertising standards. The general calculation method is the amount of benefit/delivery that is generated by the Advertisement. The ROI approach is another variant of the CPS Approach. distance, If an E-commerce partner ROI is 1:2, it means that advertisers are willing to spend their order amount of 50% paid Media.</span></p></p><p><p><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">Commonly known as the practice, when the E-commerce website and the alliance, will talk about using CPS calculation, the general proportion of less than 10%, and the portal site and a certain brand value of media cooperation, will say with ROI settlement, generally 1:2 or 1:1, even 1:0.8, you can see the proportion of advertising concessions is very large, Because at this time there are brand publicity considerations in the Inside.</span></p></p><p><p><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">The above for the current domestic network advertising market mainstream billing methods, In addition to these methods, there are cpe, dcpm and other ways, because not mainstream and more difficult to understand, do not explain.</span></p></p><p><p></p></p><p><p></p></p><p><p></p></p><p><p><strong><span style="font-family: "Microsoft YaHei"; font-size: 13px; color: #000000">The measurement index of advertisement effect and the testing tool</span></strong></p></p><p><p><span style="font-family: "Microsoft YaHei"; font-size: 13px">"tribute to the original niuguozhu-http://www.iamniu.com/2012/10/19/advertising-effectiveness-metrics-and-monitoring-tools/"</span></p></p><p><p></p></p><p><p><span style="font-family: "Microsoft YaHei"; font-size: 13px">In the above, referred to cpd, CPM, CPC, CPA, CPS, roi and so on, they are one step in favor of advertisers billing, at the same time, they are also the measure of our advertising effectiveness, the following billing method is the measurement of the preceding billing method.</span></p></p><p><p><span style="font-family: "Microsoft YaHei"; font-size: 13px">For example, we put a banner ad in sina, CPD billing, the cost of a day is 300,000, we get 30,000,000 exposure, 15,000 clicks, 450 registrations, 20 orders, Then we use the CPD after the billing method to measure the effect of the ads are as Follows: CPM is 10 yuan, CPC is 20 yuan, CPA is 667 yuan, CPS is 15,000 Yuan. It's cheap If you look at the exposure, but isn't it expensive to convert to the end? of course, even so, there will be a lot of ads to launch sina, because Sina as a portal, its brand effect is Obvious.</span></p></p><p><p><span style="font-family: "Microsoft YaHei"; font-size: 13px">From the effect of advertising, the difference between the Internet delivery and other media delivery is that users can immediately reach the product page to learn more information and make a purchase. This way, after the user clicks on the ad and arrives at the product page, we need to have other metrics to evaluate the effect of the AD.</span></p></p><p><p><span style="font-family: "Microsoft YaHei"; font-size: 13px">For Post-click effect monitoring, CPA or CPS</span></p></p><p><p><span style="font-family: "Microsoft YaHei"; font-size: 13px">Conversion is generally only around 3%, then for that 97% of the delivery, How should we evaluate the effect? Generally speaking, we will use the arrival, arrival rate, bounce rate, Two Hop rate, page length of stay, access depth and other indicators to Measure.</span></p></p><p><p><span style="font-family: "Microsoft YaHei"; font-size: 13px">For the detection of the station, the domestic currently commonly used GA detection, Baidu statistics, cnzz webmaster Statistics.</span></p></p><p><p><span style="font-family: "Microsoft YaHei"; font-size: 13px">　　</span></p></p><p><p></p></p><p><p>Mobile Internet advertising-fourth-more-internet Advertising billing-2016/12/07</p></p></span>