Search Engine Marketing: CPC, CPM and CPA

1. DIFFERENT MODES OF
REMUNERATION OF AFFILIATION
ATIG ANIS
IUT Saint-Etienne
Licence ATII - wildtreehacks
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2.  We know that e-business is the only sector that is experiencing
double-digit growth in full crisis. The affiliation is a little good
student of e-business, one that is growing faster than others,
growing at record speed and above all accessible to everyone.
 I propose today a small glossary of the different types of
remuneration that exist affiliation.
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3. CPA CPM CPC which to choose?
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4. CPM -> CPT – Cost per Thousand
 The CPT is the set price for 1000 displays an
advertising space (banner, video ...). Displays that also
is called Impressions, to make a match between the
world of web and print mode.
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5. CPM -> CPT – Cost per Thousand
 The + : For a publisher, the turnover is calculated quickly. For
the advertiser, it’s very easy to compare the prices offered by
different publishers.
 The - : The number of displays or prints, does not mean the
number of pages viewer by the user. For the advertiser, the
impact of the campaign and her profitability is difficult to
measure.
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6. CPC – Cost Per Click
 It is the best known method of remuneration of users, the
cost per click is as the name suggests a remuneration based
on the click. This is the case of the famous Google Adsense
ads whose commission varies depending on the theme.
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7. CPC – Cost Per Click
 The + : For the advertiser, the profitability of the campaign is
easily measurable and affiliates related traffic can be well
identified.
 The - : The click does not mean that the user will "really" visit
the advertiser's site. Often the user clicks and quickly leaves the
site from the 1st page. For publishers, they are paid only if the
campaign is effective and that the click rate is important; they
are dependent on the quality of the advertiser.
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8. CPA - Cost per Action, Cost per
Acquisition
 It is a model based on the performance and appeared with
affiliate programs. He requires more comprehensive tracking
cookies to determine what action (s) (s) the user performs (s)
on the advertiser's site (click> Business> share).
We can differentiate two main types of action:
- CPL - Cost per Lead: Generally it corresponds to the
acquisition of a contact through a form filled out by the user.
- CPS - Cost per Sale: When the user makes a purchase on the
advertiser site.
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9. CPA - Cost per Action, Cost per
Acquisition
 The +: Model of a win-win principle for the advertiser (affiliator)
and publisher (affiliate) with a real-standing partnership. The
advertiser can calculate his cost and thus control the ROI of the
campaign.
 The -: The profitability of spaces some publishers sites (such as
online newspapers) is not as assured by a display campaign. To be
effective, a campaign CPA must be activated on different levers
with promotional material regularly renewed
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10. - Anis ATIG -
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