flarione.ru → Literacy

Good click-to-order ratio. Profitable cost per click in Yandex

IN lately A variety of activity monitors have become extremely popular. We count the number of steps, monitor the quality of sleep, mark each sandwich and even take into account the time spent on various sites. To perfect this system, we recommend that you check out WhatPulse for Windows, Mac and Linux. It can count keystrokes, mileage and mouse clicks, network usage and many other statistics about your work on the computer.

The WhatPulse interface is divided into several tabs, each of which displays a different category of collected information. But first, you will have to create an account, since the program is integrated with an online service, where all your data will be stored. If you want to simplify this process, you can use your account Facebook.

Tab Overview Gives you an overview of your system, including Windows version, processor, RAM, video card, number of clicks, keyboard keystrokes, network usage. Pressing a button Pulse uploads collected data to an online server.

For more detailed information, you need to go to the adjacent tabs. For example, tab Input shows the number of keystrokes on the keyboard and clicks of the mouse for the period of time you select. You can easily see statistics for one day, week, month, six months and year.

In addition, you can see another useful information. Thus, mouse usage is displayed using a heat map, on which “hot” zones highlight the places where you click the mouse most often. Here you can also view statistics for a certain period of time.

On the tab Network, you can view information about the daily usage of network interfaces. The application can monitor a variety of aspects of data exchange and even shows bandwidth usage by country. You can switch between different types of statistics using the arrows in the top right corner.

WhatPulse app has a well-designed, easy-to-use interface and useful functionality. Moreover, it can be useful not only to satisfy personal curiosity, but also in fairly serious projects to study user behavior patterns. The program works on any version of Windows, as well as MacOS and Linux.

The holidays have passed... it's already been a week. We're finished. It's time to get to work. Have you started?

That's it... and it's time for me, I hasten to join.

We start - as always - with planning.

This topic was touched upon in one of the topics just before the new year. The question sounded like this:

Is it possible in context
plan an advertising campaign?

Oh, what an interesting question.

(Controversial. Many will say: “No.” And they will be right... but only partly. In general, now you’ll understand for yourself.)

Planning is not only possible, but also NEEDED. The good thing about planning is that it allows you to define a measurable goal for your campaign. Break it down into subgoals. Compose doable task list which leads to their achievement.

We will not be able to plan the ENTIRE campaign at once. Lots of unknown variables. But defining goals for the next stage is very possible.

What needs to be planned? ... Budget? ... Sales? ... Clicks? ...

It depends on the stage - on the maturity of the campaign - but in any case

you need to start with what value
conversion rate
you EXPECT to receive.

Because it is this coefficient that most accurately shows the effectiveness of sales - how well the text “sells” to those people whom you brought to the page. (This is a measure of the process of transforming quantity into quality.)

It is important to answer the question before starting the campaign: How many of the hundreds of people who read the text will buy the training course?

It is believed that when selling any information product head-on - cold - it would be good to have at least one buyer out of a hundred.

If you are sure - you intuitively know - that there will be less than one buyer, then the selling text must be rewritten. Rewrite until such confidence appears.

If there is no opportunity to edit the sales manager or if there are no compelling reasons to do so, it is better to wait a while before launching the campaign.

You can, of course, work with a conversion rate of less than a percentage, say half a percent. There's nothing wrong with that. But launching such a campaign will cost you more. This is not an unfounded statement, but a calculated fact - a little further there will be numbers.

Now follow the train of thought.

Once you have decided on the value of the conversion rate, you can immediately say what will a successful advertising campaign look like?. And if desired, he can calculate its profitability, decide on the cost per click, budget, and so on.

Knowing what a successful campaign will be like,
can you tell which campaign
considered unsuccessful.

It is clear that a campaign that

or does not give sales at all
or it gives, but much less than expected.

Initially, about a newly created campaign, it is impossible to say whether it is successful or not.

She is NOTHING.

There are no sales in it. (There are, of course, moments of luck, but in most cases sales do not occur immediately after the launch.)

We need to give the campaign time to work. The question is: how long should she work? And to be more precise:

How many clicks should there be?
to declare the campaign unsuccessful?

The answer to this question is extremely important. (Especially when launching campaigns in niches that are new to you or when launching advertising with an affiliate product that you have not yet worked with.) After all, if we know exactly how many clicks are needed, then we will be able to accurately plan the budget. At least for the first stage - the testing stage.

In other words, we can plan the work like this...

That we will have no doubt that the campaign was stopped prematurely...

And at the same time we won't waste money for something that, by definition, will never work...

And we will know exactly the price of entry into the chosen niche.

So how much?

The easiest way is with a campaign that had no sales at all. That is, there are shows in it. There are clicks. But there are no sales yet - and now it doesn’t matter why.

It may surprise you, but the answer is quite accurate. Single digit -

459 clicks

With an expected conversion rate of 1%, if after 459 clicks there are no sales, then the campaign can be considered a failure. She has less than 1% chance of becoming successful.

The number of clicks is calculated using a mathematical formula.

(Mathematicians all over the world have thought about this question. And more than once. If you are familiar with a course in mathematical statistics, I think you can find the formula - this is not the place to go into details.)

Of course, with the formula at hand, you can easily calculate the number of clicks for the conversion value you need. This is very useful in everyday work, not to mention planning.

For example, for a salesperson's expected conversion rate of 0.5%, more clicks would be required - 919.

The fewer selling phrases in the text, the more expensive the launch.

(It’s more expensive for you - for the partner - and not for the owner. Don’t believe the stated conversion rates. Count the number of selling phrases.)

That’s why I wrote earlier that testing an affiliate program with other equal conditions, but with a lower conversion rate, the salesperson will cost “more”... either in money or in time.

If you get the idea from the example of campaigns, you can apply it:

to check traffic for a specific key phrase
to test the text of a new ad
to assess the effectiveness of a specific advertising platform

In general, planning campaigns in context is quite possible. To do this, you need reference numbers and a budget that will allow you to test the hypotheses built on these numbers.

I hope you now understand why you shouldn't plan campaigns with advertising budget 200 rubles))

P.S. Next time I plan to write about a small technical nuance that affiliate program owners use to mislead their affiliates.

P.P.S. If you accidentally came across this page and found my advice useful, and would like to receive a few more in your email, then I recommend subscribing to my blog updates -

We have released a new book “Content Marketing in social networks: How to get into your subscribers’ heads and make them fall in love with your brand.”

Any business is a tool for generating income, and is one of its “catalysts”. And for the advertiser to be satisfied, you need to understand how to set it up correctly. And of course, any setting advertising campaign begins with determining the budget and cost per click in order to understand what strategy needs to be built and what to strive for. However, this cannot be done without feedback from the client.

You can set what you think are acceptable, get a certain number of conversions and start to rejoice, but if for your client the cost of an application should not exceed, say, 300 rubles, he is unlikely to thank you if yours reaches at least 500 - here There is already a question about the profitability of context and advertising in general. Therefore, feedback is always important - before setting up an advertising campaign, you need to understand what price per click in Yandex (or Google) you can afford, and what is beyond good and evil.

How to calculate your cost per click

There is nothing complicated here. First, we need to determine what percentage of conversion the site brings. To do this, of course, we open Yandex.Metrica and look. It should be noted here that in order to understand whether visitors are achieving the required goals, these goals must first of all be configured. Otherwise, we have to be content with the average temperature in the hospital, that is, calculate based on the fact that the conversion rate of your site is 1%.

The next meaning that plays important role, this is CPA (Cost Per Action, from English - “price per action”), that is, the amount that the advertiser is willing to pay for an application/purchase/etc., that is, for a conversion.

Let me remind you that conversion is the percentage of visitors to a website who performed certain targeted actions on it.

What price per click to set in Direct: let’s look at an example

Suppose you have an online store of animal feed, the conversion from advertising is about 1.5%, for each customer you are willing to pay no more than 150 rubles. What price per click should I set in Direct?Let's look at it in detail.

Conversion = number of targeted actions / number of clicks * 100%

If the conversion is 1%, it means that from 100 clicks we get 1 purchase.

That is, if an advertiser is willing to pay 150 rubles to attract one visitor, then he is willing to pay 450 rubles to attract three visitors, that is, two hundred clicks should cost no more than 450 rubles, from which we find that the average cost of a click for an advertising campaign should not exceed 2 .25 rubles.

If we reduce everything to pure mathematics, we can get the following formula (let’s agree that by targeted actions we mean sales, leads, applications, etc.):

Those.

cost per goal = number of clicks * average cost per click / number of targeted actions

Those.

Average cost per click = cost per goal * number of targeted actions / number of clicks

2.) Conversion = number of targeted actions / number of clicks * 100%

Those

Number of targeted actions = conversion * number of clicks / 100%

Thus, we get that the optimal cost per click is:

Average CPC = (cost per goal * conversion * number of clicks) / (number of clicks * 100%) = CPA * conversion / 100%

That is:

Average cost per click = 150 * 1.5 / 100 = 2.25

These bids can be applied to the campaign as a whole, or to each product in particular. In addition, the conversion for a certain word may differ from the overall conversion as a whole; the purchase of one product may be financially more profitable for the advertiser than the purchase of another, that is, no matter how hard you try to average everything, everything is individual. But based on this formula, you can understand what to start from, but you need to understand that there are topics in which the cost of a click is higher than what is beneficial to the advertiser, and no matter how hard you try, you still can’t jump over your head - this is where you need development of a competent advertising strategy, which is not limited to calculating the cost-effective cost of a click. So first of all – logic, and only then mathematics.

Tell us about the article.

Good afternoon

Please share your experience, what ratio of the number of clicks to the number of orders is acceptable, and below what percentage is bad. I understand that this percentage may vary for different products/services. I am particularly interested in sales of toys/children's goods/children's transport.