Paid Advertising

You've probably already heard of it, especially under the name of SEM (Search Engine Marketing), or cost-per-click. Although this concept is worth a lot of money around the world, it tends to be neglected by small businesses especially because it is very expensive and there is a good chance of losing money and time if you do not You are not taken correctly during the development of your campaign.

One of the benefits of paid marketing is that you can easily measure the benefits (or losses). So you can easily predict such a strategy over a given period. In addition, it will be easier for you to directly target the right people. Many networks offer you such marketing: Facebook, Twitter, LinkedIn. You must choose it according to your positioning and the behavior of the users of these networks.

Different types of paid advertising

The CPM : is the cost per mile. This format is very common for social networks. This cost is not counted per click but impressions, which is the number of times the ad appeared on a page, regardless of whether the user clicked or not. There is therefore guaranteed the number of times that desired. It can trigger the first stage of the funnel. You can easily give a maximum budget not to exceed. The CPM is very handy for visual ads , which enhance the brand image , plus it allows you to make sure that the ad will be seen as much as desired.

CPM still has drawbacks. If nobody clicks on your ad, you will have spent your money for nothing. The performances are difficult to follow precisely. You will hardly be able to quantify the turnover due to this campaign.

The CPC : or cost per click. You pay for each click on your ad, up to a predetermined price depending on the value of the keyword you use. CPC is based on an auction model . Clicks are very easy to follow, and you will only pay for clicks redirected to your site. CPC and budget are editable at any time, just like the campaign that you can transform if necessary. By setting a maximum budget you only pay for the clicks you need. If your ads are optimized, the CPC can be a very good tool for good traffic. For marketers who are mostly looking for a return on their investment, CPC can be moreprofitable than the CPM.

On the other hand with the CPC, you are direct competitors to the other advertisers, which will be able to increase the prices of the keywords. If your CPC ad is not competitive you will hardly have traffic. Clicks can only be profitable in the long run. You must have a good command of your strategy, if it is not the case the CPC will be very difficult.

The CPA : is a cost based on a percentage of turnover . If no conversion or transaction occurs, you will not pay anything. You only pay on the performance .

But this performance can be complicated to follow correctly. Thus this type of paid advertising remains globally rare.

The CPI : or cost per installation. It is suitable for mobile application developers . Knowing that we pay only by installation, some social networking algorithms, among others, will lower the price of the CPI to publish more ads. On some platforms we can directly target users who have already downloaded similar apps in the past.

We pay the same amount for all users, regardless of whether they are high or low value targets.

The CPV : or the cost per views of advertisements. So we pay for the number of views of advertising videos. The CPV is entirely based on videos, you can choose between videos that play automatically and videos or the user must press "play". You can easily produce effective video for your goals, despite the cost, and target the right audience for your business. Video communication is a great way to apply a marketing strategy.