Digital Marketing ads using Cost per View pricing is one of the best digital marketing ad format for certain ad formats. If you are doing Digital marketing with Cost per view, you'll pay for video views or interactions (such as clicks on call-to-action overlays, cards, and companion banners). A view of the digital ad is counted when someone watches 30 seconds of your video ad (or the duration if it's shorter than 30 seconds) or interacts with the ad, whichever comes first. Some platforms like Facebook gives you an option to see number of 10-second views as well. This can prove to be be a relevant metric while marketing small businesses.
With traditional online text or image ads, customers on the web may see your ad, read its text, and click your URL to go directly to your site. This type of interaction doesn't take interactive content like video ads into account. With CPV and video ads reporting, you can evaluate how engaged viewers are with your content, where they choose to watch your videos, and when they drop off from watching your content.
The more targeted the audience, the country you are targeting, and the share of voice you are buying (spend level per day divided by target audience size) all affect CPV. It also depends on the view rate, higher view rates tend to have lower CPVs. In general, Rs. 2- 10 is a good CPV for India with some targeting.
Cost Per Click refers to the actual price you pay for each click in your pay-per-click (PPC) digital marketing campaigns. This form of digital marketing allows you to pay only when your customer clicks on your digital ads. Usually, Digital marketing ads which have less click through rates on the ads should go for CPC bidding so that they only have to pay when the customer sees the ad and not everytime when anyone sees the ad.
Generally, search and text advertising is sold by CPC model. In this kind of advertising model you just pay for number of clicks you get on your ads irrespective of number of impressions it takes to generate those clicks. For example, if the CPC is Rs 5.00 and your ad is shown 12,000 times but gets no clicks then you pay nothing. If you get 10 clicks on your ad then you pay Rs 5 .00 X 10 = Rs. 50.00.
CPC = Total Cost/Total Clicks
Total Cost = CPC * Total Clicks
Comparing CPM to CPC and vice versa
The goal of digital marketing using one model versus the other is really dependent on what you are trying to achieve. If your objective is to generate Brand awareness then you might engage in display advertising which will most likely be sold in CPM model. While search ads on Google or text or display advertising on Google Ad Network are sold in CPC model. Although there is no hard and fast rule to this, you can go for CPC in Display ads & CPM for Text ads aslo depending on the click through rate. If you are new in Digital marketing & are not expecting many clicks on your digital ad, you should go for CPC to check what is your click through rate. If your click through rate increases at a certain level that CPM will be more cost effective to you, you should switch to using CPM pricing model than CPC.
Often you will end up comparing two models to figure out where and how to spend your money effectively. To do direct cost comparison you will need to convert CPM to CPC or CPC to CPM pricing.
CPM to CPC conversion
Below is a formula that you can use to calculate a CPC equivalent of a CPM model
CPC = ((Total Impression *CPM)/(1000 *Clicks)
Platforms which offer CPC pricing Digital ads
Most of the top Digital advertising platforms like Facebook, Google Adwords, LinkedIn offer CPC marketing option.The range of the Cost per click differs from platform to platform.
Facebook offers a CPC as low as 1 Rs., Google adwords CPC depends on the type of keywords, competition & the quality score of your ad, while LinkedIn advertising costs you minimum Rs. 81 but the quality of clicks & leads are very good.
There are many third party publisher websites which also give digital advertisers the option of choosing CPC type bidding. The top 10 websites for CPC bidding provided to you by The Media Ant are:
1. Hindustan Times
2. The Hindu
3. Auto Car
8. Women's web
10. Bollywood life
The Media Ant provides CPC bidding option across websites of different categories & genres. You can contact us for any queries in Digital marketing by writing to us at firstname.lastname@example.org or calling us at +91 80674 15510.