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CPA (behavior) charging method refers to a way of charging Internet and mobile advertising according to behavior. The following is information about several charging methods of the Internet.

Nowadays, the development of online advertising has experienced great changes from the initial SMS alliance to advertising alliance, and there have been many forms of advertising such as CPA, CPC, CPM, CPS, CPV and CPT. At present, the popular advertising forms are CPM and CPC, CPA and CPS, among which CPC is more common. The following are some common charging methods for Internet and mobile advertising:

1. Advertising charging method for certified public accountants (by behavior-by registered quantity)

Pay by behavior, its original English is Cost Per Activity(Action), which literally translates into the cost of each action, the cost of each specific action brought by advertising, that is, the pricing model of charging according to the actions taken by each visitor to online advertising.

Generally speaking, CPA is an advertisement that is priced according to the actual effect of the advertisement, that is, it is charged according to the valid questionnaire or order, not limited to the amount of the advertisement. User behavior has a special definition, including forming a transaction, obtaining a registered user, or clicking on an online advertisement to generate a download behavior. This model directly refers to the core needs of game and e-commerce advertisers-generating registrations and orders. By definition, A is negotiated by advertisers and the media before the launch, so A can register, place an order, click a specific button, submit a questionnaire and other forms. As long as it is well defined and recognized by both parties, both parties can monitor the corresponding data. The pricing method of CPA has certain risks for the website, but if the advertisement is successful, its income will be much greater than CPM. In order to avoid the risk of advertising costs, advertisers only pay the advertising site fees according to the clicks after the network users click on the banner advertisements and link to the advertisers' web pages. The best CPA in China, advertising alliance, is CHANet Achievement Network.

2.CPC advertising billing method (pay-per-click advertising)

Pay-per-click (cost per click),

Literally translated as the cost per click, that is, the cost per click of online advertising. It is an important reference data for the effect of online advertising. CPC is a common pricing form in online advertising. For example, keyword advertising and other forms of advertising that pay by effect generally adopt this pricing model.

Generally speaking, CPC is a kind of pay-per-click advertisement, which is charged according to the number of times the advertisement is clicked. This method, combined with the click-through rate limit, can make cheating more difficult. Every click of netizens will bring real traffic or potential consumers to advertisers. It is one of the common charging methods in countries with mature networks, and it is also the best way to promote websites. CPC is the earliest charging method for Internet advertisements, and 1994 is adopted as the first advertisement. Because the click volume of advertisements is very easy to be deceived, the result of CPC charging method is that the media produces a large number of false clicks to deceive advertisers. If cheating is not considered, CPC charging method is more favorable than CPD charging method only in terms of effect. Both Baidu bidding and Google bidding adopt CPC billing mode (also called PPC mode, pay per click).

)。 However, many websites feel unfair to operate advertisements in this way. For example, although the viewer didn't click, he had already seen the advertisement. For the traffic that saw the advertisement but didn't click, the website became a waste of time. Many websites don't want to do such advertisements, because traditional media seems to have never done so. In addition, the click-through rate of advertisements is declining. During the period of 1999, the click-through rate of web banner advertisements is usually as high as 10% ~ 30%, and the click-through rate of most beautifully made FLASH advertisements is less than 0.5%. Although the total amount of Internet advertising is still on the rise, it is obvious that the effect of click advertising is being questioned more and more.

3.CPM advertising billing method (pay by display-popup window)

The original English of CPM is Cost Per Mille, which means "thousand" in Greek, and now it has been translated into the cost per thousand exhibitions.

Or unit cost

One thousand. The previous Chinese name literally translates into the impression cost per thousand people. The latter has the same title, but it is called CPT for short. It means the same as CPM. Its calculation formula is: cost per thousand people = (advertising cost/number of arrivals) × 1000, in which advertising cost/number of arrivals is usually expressed as a percentage. When estimating this proportion, it is usually necessary to consider whether its advertising investment is national or regional, because there is a big difference between the two. CPM (cost per thousand people) refers to the average amount of advertising cost shared by everyone who hears or sees an advertisement during the advertising process. Online advertising, CPM depends on the "impression" scale, which is usually understood as the number of times a person's eyes watch an advertisement in a fixed period of time. The cost per thousand people is a cost calculation unit when the media or media scheduling reaches 1000 people or "family". This can be used to calculate any media, any demographic group and any total cost. It is convenient to explain the relative costs of one media and another media and one media schedule and another media schedule. The cost per thousand people is not the only criterion for advertisers to measure media, but a relative index to measure different media.

Generally speaking, CPM is a paid advertisement for display. As long as the advertiser's advertising content is displayed, the advertiser will pay. The effect of this kind of advertisement is not necessarily the best, but it can bring stable income to websites and blogs with certain traffic. CPM is the mainstream charging method of vertical media and advertising network, and it is the most common advertising display method-pop-up. The most scientific way to charge for online advertising is to charge according to how many people look at your advertisement. Charging according to the number of visits has become the practice of online advertising. Traditional media often use this pricing method. There are not many alliances that only advertise CPM. For example, Tai Chi League has CPM advertisements.

4.CPD advertising billing method (pay by day-charge by broadcast volume)

(1) charge by the day, whose original English is Cost day, which is a common way of advertising cooperation. This model completely refers to the propaganda mode of TV advertisements, re-presents, emphasizes the scope (wider area or crowd) and depth (arrival frequency) of brand exposure, and also measures the effect by the indicators of TV advertisements. At the same time, because advertisers are more familiar with and accept the propaganda mode of TV advertisements, CPD charging mode closely related to TV propaganda mode has emerged. However, the media adopting this charging mode must have strong user support and high visibility and reputation, otherwise advertisers will not buy it. So only a few portals adopt this charging model, such as iGRP. But the core of CPD mode is to deliver goods and charge according to quantity. Advertisers only need to pay the amount of broadcasts they need to buy, which solves the price dilemma of small and medium-sized advertisers, so they are welcomed by the market. Its advantage lies in that there are not too many requirements for the basic conditions of cooperation, which is easy to promote cooperation between the two sides; The disadvantage is that it is not as effective as CPS in real time in long-term cooperation.

(2)CPD (cost per download) also refers to paying according to the download, charging according to the actual download volume, and the cost can be quantified and controlled.

5.CPS advertising billing method (pay by sales-share by sales)

Pay the commission according to the actual transaction, that is, the commission for selling the product is converted into the advertising amount. Its original English version is each one.

Sales, CPS advertising and CPA advertising are the same. In order to avoid the risk of advertising expenses, advertisers pay the advertising site sales commission according to the actual sales commission generated after the advertisement clicks. This is a way of business cooperation, and a certain percentage of commission is charged according to the successful sales generated by introducing advertisements to users. CPS mode is a specific form of CPA mode, which is often used as a charging method for e-commerce advertisements in China, meaning that the media will get promotion fees only if e-commerce gets orders. CPS has two revenue calculation methods, one is based on the proportion of the order amount, and the other is not to distinguish the order amount. Each order has a fixed value, and the fixed value of the order multiplied by the order amount is the advertiser's revenue.

Generally speaking, CPS is an advertisement that calculates advertising expenses according to the actual number of products sold. This kind of advertisement is more suitable for shopping, shopping guide and website navigation, and requires accurate traffic to bring transformation. Excellent website alliance and Dangdang website alliance are typical representatives of this kind of advertising form. At present, there are hundreds of CPS alliances in China. Alliance marketing aggregates a large number of personal websites, blogs and navigation websites. According to the scale and sales volume of the affiliated websites, the CPS alliance is mainly composed of five companies: Lectra, FAW Fa, Success, Unique and PR Newswire.

6.dCPM advertising billing method

DSP generally adopts dCPM as the settlement system. DCPM refers to dynamic CPM, which corresponds to the CPM method commonly used in online advertising market (this CPM becomes flat)

CPM) is different. DCPM was born based on RTB technology, which means that every impression bid is changed. Calculate each bid in real time according to the advertising effect of the advertiser (generally CPS), so as to obtain the most favorable price for the advertiser, thus ensuring the interests of the advertiser. At the same time, because of the settlement with the media by impression, it also ensures the income of the media.

7.CPT advertising billing method (long-term payment)

(1)CPT, whose full English name is Cost Per Time. CPT is a time-based advertisement. Advertisers choose advertising space and delivery time, and the cost has nothing to do with clicks. In this way, the website owner decides the price of each advertising space, and the advertiser chooses the purchase time. At present, it can be purchased by week or day, and the transaction price is the price marked by the website owner. CPT is a worry-free advertisement, which can bring stable income to your website and blog. Ali's mother's weekly billing advertisement and portal's monthly subscription advertisement all belong to this kind of CPT advertisement.

(2)CPT, the English full name is Cost Per Try. This model is mainly based on the payment standard of mobile application channel marketing platform, not just the number of application display or networking activation; This method is characterized by charging according to the user's usage time or usage cycle, which can fundamentally put an end to brushing traffic and activate cheating. It is one of the most authentic and effective marketing methods.

CPT is more used for app mobile application marketing, especially for mobile games, social mobile applications and tool mobile applications. For example, brand simulcast, Baidu keyword promotion and money-making marketing platform.

CPT billing: The advertising fee for the first trial is probably between 0.8 yuan and 2.0 yuan, and it will generally cost a little less for the first trial, in order to encourage users to participate in the second and third trials.

CPT advertising frequency: that is, advertisers can set users to try the game for up to 5 times in 15 days, regardless of price and time each time. For example, when the Y game is online, users are allowed to try it for the first time, the second trial is set as 2 days after the first trial, the third trial is 3 days after the second trial, the fourth trial is 4 days after the third trial, and the fourth trial is 6544.

Time of each demonstration: that is, the time of each demonstration. Merchants can set it according to actual needs, usually in 30 seconds -300 seconds.

CPT advertising is very popular among entrepreneurs in the advertising market, especially small and medium-sized enterprises, which have more time and energy to manage and coordinate.

8.CPV advertising billing method (display advertising)

It is not only the cost of each viewing, but also the cost of one display, which is mainly used for the win-win advertising alliance system. CPV refers to display, which is an advertising model that charges according to the actual advertising display, that is, when users visit member websites and display advertisers' advertisements, this advertisement will be charged accordingly. CPV is also called rich media. CPV can play pictures, graphics, Flash, videos, etc. CPV integrates pictures, graphics, flash, video and other media. This form is low in price and rich in effect, and meets different advertising needs. Realize the smooth playing effect of audio and video advertisements, and realize various interactive advertising needs such as interactive games, interactive research and interactive demonstrations. Generally speaking, rich media advertisements are charged according to the number of times the advertisement website is displayed. Once the website is opened, it will be charged once, and it will be charged according to thousands of IP times. Common websites include Baidu Alliance, Google Alliance and E-Element advertising alliance.

9. Return on investment

Return on investment or service. It is often used as a standard for e-commerce and game users to evaluate the advertising effect. The general calculation method is the income/investment generated by advertising.

ROI is another form of CPS. For example, if the cooperation ROI of an e-commerce company is 1:2, it means that advertisers are willing to pay 50%( 1/2) of their order amount to the media. As a rule, when e-commerce websites cooperate with the alliance, they will use CPS for settlement, and the proportion is generally below 10%. When they cooperate with portals and media with certain brand value, they will use ROI for settlement, which is generally 1:2 or 1: 1 or even/kloc-0.