{"id":18859,"date":"2015-10-13T00:00:00","date_gmt":"2015-10-12T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/publicitat-online-quan-fer-servir-cpc-cpm-o-cpa\/"},"modified":"2015-10-13T00:00:00","modified_gmt":"2015-10-12T22:00:00","slug":"publicitat-online-quan-fer-servir-cpc-cpm-o-cpa","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/publicitat-online-quan-fer-servir-cpc-cpm-o-cpa\/","title":{"rendered":"Publicitat online: quan fer servir CPC, CPM o CPA"},"content":{"rendered":"

Les botigues online necessiten promocionar-se per donar a con\u00e8ixer els seus productes, i com a anunciants tenim una \u00e0mplia gamma d\u2019opcions de publicitat dins del mercat del m\u00e0rqueting online. L\u2019\u00faltima plataforma que s\u2019hi ha incorporat \u00e9s Instagram<\/a><\/em>, que ofereix publicitat des de l\u20191 d\u2019octubre passat, tot i que a Espanya ara com ara no est\u00e0 activa per a tots els perfils.<\/p>\n

\"rendibilitat\"<\/a><\/p>\n

Per aquest motiu hem d\u2019optimitzar les nostres campanyes<\/a> i, cosa molt important, con\u00e8ixer quines opcions de pagament ens ofereixen les plataformes per rendibilitzar la inversi\u00f3 publicit\u00e0ria i aconseguir l\u2019objectiu que ens hem proposat. Per aix\u00f2, a continuaci\u00f3 parlarem de les modalitats de pagament m\u00e9s habituals a les plataformes actuals, CPC, CPM, CPA<\/strong><\/em>, i d\u2019algunes de menys conegudes que tamb\u00e9 ens poden anar b\u00e9 per als nostres objectius, CPL, CPD <\/em><\/strong>i<\/em> CPV<\/em><\/strong>.<\/p>\n

Cost per clic \u2013 CPC<\/h2>\n

Amb el cost per clic<\/strong>, com el seu nom indica, l\u2019anunciant paga cada vegada que un usuari fa \u201cclic<\/em>\u201d en un anunci. \u00c9s un dels m\u00e9s utilitzats, ja que permet atraure usuaris a la nostra web o botiga online, tot i que de vegades no s\u00f3n de bona qualitat (clics que generin conversi\u00f3).<\/p>\n

Est\u00e0 regulat per un sistema de licitacions que fa que, generalment, com m\u00e9s popular \u00e9s l\u2019anunci o el b\u00e0ner, m\u00e9s disminueixi el cost respecte al preu inicial. Per\u00f2 compte: tamb\u00e9 pot pujar i no ser rendible per a la nostra campanya, de manera que normalment cal fer-ne un seguiment per mantenir-la en nivells de rendiment \u00f2ptims.<\/p>\n

Aquest tipus de pagament el podem fer servir en campanyes de les plataformes m\u00e9s habituals, com Facebook, Twitter,<\/em> campanyes d\u2019 AdWords<\/em>\u2026<\/p>\n

Cost per cada mil impressions \u2013 CPM<\/h2>\n

El cost per mil impressions<\/strong> \u00e9s un model de pagament basat en la publicitat convencional. L\u2019anunciant paga per apar\u00e8ixer, independentment que els usuaris facin clic a l\u2019anunci o que l\u2019anunci sigui rendible. \u00c9s molt utilitzat en campanyes de branding que busquen que els anuncis arribin al m\u00e0xim nombre de persones per donar a con\u00e8ixer la marca.<\/p>\n

Es paga per impressions aconseguides o es poden comprar paquets d\u2019impressions. Cal tenir en compte que, un cop esgotades les impressions, els anuncis deixen de sortir.<\/p>\n

\u00c9s el m\u00e8tode preferit per les plataformes de gran difusi\u00f3, ja que aquest tipus de campanyes generen ingressos fixos i, en general, amb tarifes altes.<\/p>\n

Per con\u00e8ixer l\u2019equivalent del CPM<\/strong> en CPC<\/strong> d\u2019una campanya, cal fer servir la f\u00f3rmula seg\u00fcent:<\/p>\n

CPC equivalent = CPM\/(CTR*10)<\/strong><\/p>\n

\u00c9s molt f\u00e0cil d\u2019aplicar. Per exemple, si tenim un b\u00e0ner amb un CPM de 10 \u20ac i un CTR del 0,25%, el CPC equivalent seria:<\/p>\n

CPC equivalent = 10\/ (0,25*10) = 4 \u20ac<\/p>\n

Com he comentat, solen ser tarifes altes, de manera que ens interessa controlar el preu mitj\u00e0 del clic per mantenir una campanya rendible.<\/p>\n

Cost per adquisici\u00f3 o venda \u2013 CPA<\/h2>\n

Amb el cost per adquisici\u00f3<\/strong>, l\u2019anunciant paga un percentatge quan hi ha una conversi\u00f3 a trav\u00e9s d\u2019un dels anuncis. \u00c9s un m\u00e8tode idoni per a una campanya que t\u00e9 com a objectiu ser visible i generar conversi\u00f3. En la gran majoria de plataformes cal ser un gran compte, a causa de l\u2019alt percentatge de vendes garantides que exigeixen a l\u2019anunciant.<\/p>\n

Generalment es fa servir en el m\u00e0rqueting d\u2019afiliaci\u00f3<\/em>, tot i que algunes plataformes comencen a confiar-ne en els resultats i l\u2019obren a comptes m\u00e9s petits.<\/p>\n

Cost per lead \u2013 CPL<\/h2>\n

En aquesta modalitat, l\u2019anunciant paga en funci\u00f3 de les oportunitats comercials pr\u00e8vies a una possible venda: el lead<\/strong><\/em>. No es monitoren les impressions ni els clics, ja que nom\u00e9s es paga per accions que ens aporten valor, com una venda, omplir un formulari o demanar un pressupost.<\/p>\n

Igual que el CPA, se sol fer servir en afiliaci\u00f3.<\/p>\n

Cost per dia \u2013 CPD<\/h2>\n

Amb el cost per dia es fa un pagament fix diari per un espai publicitari. En trobem un exemple als anuncis de YouTube o als mateixos anuncis de televisi\u00f3. La inversi\u00f3 m\u00ednima \u00e9s molt elevada, cosa que no la fa rendible per a molts anunciants.<\/p>\n

Cost per visualitzaci\u00f3 \u2013 CPV<\/h2>\n

Aquesta modalitat es fa servir a les campanyes de v\u00eddeo que pots crear a Google AdWords. Es pot pagar per visualitzaci\u00f3, \u00e9s a dir, pagar nom\u00e9s quan l\u2019usuari ha vist m\u00e9s de 30 segons de l\u2019anunci, o l\u2019anunci sencer si \u00e9s m\u00e9s curt.<\/p>\n

Quina publicitat necessita el teu negoci?<\/h3>\n

Com veiem, cada modalitat de pagament respon a un objectiu de campanya diferent. A Trilogi<\/a> t\u2019ajudem a triar les plataformes i els suports que m\u00e9s t\u2019interessen per crear les campanyes de publicitat que millor s\u2019ajusten al teu negoci online.<\/p>\n","protected":false},"excerpt":{"rendered":"

Les botigues online necessiten promocionar-se per donar a con\u00e8ixer els seus productes, i com a anunciants tenim una \u00e0mplia gamma d\u2019opcions de publicitat dins del mercat del m\u00e0rqueting online. L\u2019\u00faltima plataforma que s\u2019hi ha incorporat \u00e9s Instagram, que ofereix publicitat des de l\u20191 d\u2019octubre passat, tot i que a Espanya ara com ara no est\u00e0 […]<\/p>\n","protected":false},"author":2,"featured_media":12627,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[1299,1301,1303,1305,1307,1121,1211],"class_list":["post-18859","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing","tag-campanyes-de-sem","tag-costos-per-clic","tag-cpa","tag-cpc","tag-cpm","tag-publicitat-online","tag-sem"],"yoast_head":"\nPublicitat online: quan fer servir CPC, CPM o CPA | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Les botigues online necessiten promocionar-se per donar a con\u00e8ixer els seus productes, i com a anunciants tenim una \u00e0mplia gamma d\u2019opcions 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