[转]互联网广告领域的一些常用概念

『1』每次点击费用 (CPC)
每次点击您会获得多少收入?这一问题很难回答,因为它的变化范围非常大。任何广告的每次点击费用都是由广告客户决定的。根据广告内容的不同,一些广告客户可能愿意为每次点击支付相对于其他广告客户更多的费用。
每次点击费用在很大程度上取决于供需情况。如果广告客户愿意为其广告支付更多的费用,则对于每次点击,您获得的收入也就更多。收到付费高的广告固然不错,但请注意,高付费广告可能针对的是较小的目标受众群体,因此产生的关注度可能较低,而最终产生的点击次数也可能较少。例如,销售豪华住宅的广告客户可能愿意比销售图书的广告客户支付更多的费用。所以,如果您的网站是关于豪华住宅的,则展示在您网站上的广告可能会比图书广告支付更多的每次点击费用。但同时您可能会发现,人们对豪华住宅的关注度不如对图书,这一点抵消了每次点击费用上的差异。
 
请务必记住,我们始终都是展示效果最好的广告,我们选择什么样的广告资源在很大程度上取决于您网站的主题。
 
『2』点击率 (CTR)
影响收入的另一因素是点击率 (CTR)。点击率是衡量用户点击您广告频率的指标。例如,如果您在 100 个人浏览了您的广告后获得了一次广告点击,则您的点击率就是 1%。 同样,网站的"平均"点击率也因网站而异。 不过,对于较大型网站来说,1% 可能已经被认为是相当不错的点击率了。
 
『3』有效每千次展示费用 (eCPM)
每次点击费用和点击率是决定您的收入的重要因素,不过最终您可能会发现,有效每千次展示费用对于跟踪收入情况来说是一项更为有用的统计信息。有效每千次展示费用即每 1000 次展示所获得的收入,是您获得 1000 次展示后的收入估算。 例如,如果您的 100 次展示带来 1 美元的收入,则您的有效每千次展示费用就是 $10.00 美元($1 美元/100 次展示 X 1000 次展示)。 请注意,这只是一个估算值;您获得的展示次数越多,估算就越精确。 如果您仅获得了 10 次展示,而碰巧从这些展示中获得了 1 美元收入,如果您认为准确的有效每千次展示费用为 $100 美元,就不太符合实际。有效每千次展示费用是一项重要的统计信息,可帮助您衡量自己网站的效果。

Effective cost per mille (eCPM) is used to measure the effectiveness of a publisher's inventory being sold (by the publisher) via a CPA, CPC, or CPT basis. In other words, the eCPM tells the publisher what they would have received if they sold the advertising inventory on a CPM basis (instead of a CPA, CPC, or CPT basis). This information can be used to compare revenue across channels that may have widely varying traffic - by figuring the earnings per thousand.

每 1000 次展示的有效费用,也称为有效每千次展示费用或 eCPM,是广告计划中的一个常用数字。利用该数字,您可以通过对比不同页面和网站之间的收入来跟踪广告效果。从本质上讲,有效每千次展示费用体现的是您每进行 1000 次广告展示可以获得的估算收入。您可以将其与其他形式的广告收入进行对比,这些收入可能无法使用每次点击费用这类可直接比较的数值表示。

 
有效每千次展示费用并不表示您的收入,而是您的收入除以网页展示次数后乘以 1000 所得的数字。例如,如果您通过 25 次网页展示获得了 0.15 美元的收入,则有效每千次展示费用为 (0.15/25)*1000,即 6 美元。如果您通过 45000 次展示获得了 180 美元的收入,您的有效每千次展示费用为 (180/45000)*1000,即 4 美元。
 
此信息可用于对流量差异十分悬殊的渠道的收入进行对比,这样很容易看出哪些渠道的效果更好。在上例中,可认为收到 25 次网页展示的网站或渠道的效果较佳,因为其有效每千次展示费用较高。


『4』Youtube视频——《Understanding your eCPM》:Part 1Part 2

『5』RPM

Stands for "Revenue Per 1,000 Impressions." RPM is similar to CPM, but measures the revenue from 1,000 ads impressions instead of the cost of the ads. Therefore, while CPM is typically measured by advertisers, RPM is monitored by publishers.
 
For example, a publisher has a website that gets 5,000 page views each day. If the advertisements on the website generate a total of $25.00 of daily revenue, the website has an RPM of $5.00 ($25 ? 5). Web publishers use RPM as a way of measuring how effective advertisements are at generating revenue. If certain advertisements generate a low RPM, publishers will likely switch to different ads that provide higher RPM rates and higher revenue. RPM is not only used in online advertising, but is measured in several other types of advertising mediums as well.
 
Though it somewhat confusing, RPM and CPM are often interchangeably. While CPM stands for "Cost Per 1,000 Impressions," it is commonly used synonymously with RPM to describe the average revenue from the publisher's perspective.

『6』Is CPM and RPM the same thing?

No.
Many veteran online business owners use the two terms interchangeably, but they mean completely different things.
CPM is an acronym for Cost Per Mille. It is the price advertisers pay to have their ad shown 1,000 times. (Mille means "thousand" in Latin.) It is the common unit for discussing the cost of advertising campaigns.
Its counterpart is the RPM, or Revenue Per Mille, of a webpage. The RPM is calculated by adding up the price charged to advertisers (CPM) for each ad block on the webpage, then subtracting the cost of delivering that advertising like sales commissions and Web hosting fees.
If you are a business owner looking to buy advertising, you care about the CPM. That is your unit cost to run a campaign.
If you are a website publisher that earns money by displaying advertising, you care about the RPM. That is your revenue from displaying advertising after all the fees and commissions are paid.

发表评论

电子邮件地址不会被公开。 必填项已用*标注