Preface
Every advertiser or everyone wants the lowest cost to achieve the highest profit, which is to maximize the benefits.
So oCPA/oCPM/oCPC is to optimize advertising through data
so that advertisers can choose more suitable traffic and more suitable Price to increase revenue.
concept
oCPM：
That is, to optimize the thousand times display bid , the essence is to pay according to cpm.
Adopt more accurate click-through rate and conversion rate estimation mechanism to show advertisements to users who are most likely to generate conversions. While gaining traffic, it can increase conversion rate, reduce conversion cost, and increase running volume faster.
oCPC：
That is, to optimize the pay per click , the essence is to pay according to cpc.
Adopting the accuracy of a more scientific conversion rate estimation mechanism can help advertisers gain more high-quality traffic while increasing the conversion completion rate.
Based on advertisers’ bids, the system will dynamically adjust bids based on multi-dimensional, real-time feedback, and historically accumulated data, and according to the estimated conversion rate and the intelligent dynamic adjustment of the competitive environment, thereby optimizing the ranking of advertisements and helping advertisers achieve the most competitive bids. Suitable traffic and reduce conversion costs.
oCPA ：
That is, to optimize behavioral bidding , the essence is to pay according to cpa.
When advertisers select specific optimization goals in the advertising delivery process (for example: activation of mobile applications, website orders), provide the average price they are willing to pay for the delivery goals, and return performance data in a timely and accurate manner. We will use the conversion estimation model to estimate the conversion value of each click to the advertiser in real time, automatically bid, and finally deduct fees according to the click; at the same time, our conversion estimation model will continuously optimize automatically based on the advertiser's advertising conversion data.
What is the purpose of oCPA/oCPM/oCPC?
Improve advertiser conversion rate, reduce advertiser conversion cost, and enable advertisers to get more conversions with less cost.
The media’s advertising system estimates the conversion probability of each exposure in real time, and calculates the conversion value of each exposure to the advertiser in real time based on the conversion bid set by the advertiser; and based on the conversion value, intelligently regulates the bid and bids for each exposure. Ensure that the advertiser's optimization goals are maximized. It can be explained simply by the following two formulas.
Conversion value per exposure = conversion bid you set x probability of exposure to conversion
Real-time bidding = conversion value x smart control factor
The intelligent control factor is determined by factors such as the daily budget consumption of the advertisement and the achievement of the conversion cost. Its goal is to help advertisers obtain as many conversions as possible within the budget, while the actual conversion cost does not exceed expectations as much as possible.
According to the data through the data, on the surface, it may harm the profit of the media party. After all, there is "making advertisers spend less cost". If you think about it carefully, it will not be because the media party will receive many advertisers and this advertisement cannot be obtained. The traffic will be filled by other advertisers, and when the conversion rate improves, CPC can be appropriately increased to maintain platform revenue.