Sunday, April 21, 2019

CPA Marketing Types

A big part of your CPA, cost-per-acquisition plan should be how and where you are going to promote your offers, products and services. This is not an indepth article but an overview of the methods available to you.

OK, so in a nutshell there are 4 general types of promotion methods available:

  • Organic Search
  • PPC on the search network
  • PPC / CPM on the content network
  • CPV

Each of these methods vary in effectiveness depending on the niche, the competition already in the market, the cost in advertising etc. and below is a brief explanation of each method with the related pros and cons.

Organic Search

You should all be familiar with this method, generate a site, do your SEO magic, backlinking, social marketing, viral marketing, etc., get ranked in the SERPs and drive traffic from your search engine positions and the backlinks from other sites.

Pros

Itʼs free!

Cons

  • Time intensive for content creation.
  • Niche & keyword research takes time.
  • Time and work to get backlinks / articles etc.
  • Time to get ranked.

PPC On The Search Network

This is good old AdWords advertising to get listed on the search results against keywords you bid on.

Pros

  • Ability to test a market very quickly.
  • Lots of tools available to get good competition data.

Cons

  • It costs money!
  • Need to monitor the campaigns carefully and tweak the ads for optimal results.
  • Need a landing page with a good quality score to reduce your CPC.

PPC / CPM On The Content Network

This is advertising on to specific sites (AdSense blocks) across the content network.

Pros

  • Ability to test a market quite quickly (takes a little time to get placements).
  • Can test the market using PPC to find the optimal sites, then once you find the sites which are converting well you can switch to CPM to further reduce the CPC.
  • Lots of tools available to get good competition data.
  • Good tools available to find sites for placements, like Content Bully.
  • Landing page isnʼt subject to a quality score.
  • Can link directly to CPA offer and not have a landing page at all.

Cons

  • It costs money!
  • Need to monitor the campaigns carefully and tweak the ads for optimal results.

CPV

This method is all about advertising on views, like the CPM model. However, unlike advertising on Googleʼs content network you are advertising on different networks which allow more freedom for views including popup ads, pop-under, banners, desktop alerts, interstatials, search ads, and background ads.

Pros

  • Landing page isnʼt subject to a quality score.
  • Can link directly to CPA offer and not have a landing page at all.
  • You can show full page ads rather than the limited text ads that the search advertising networks impose.
  • Very little or no competition on the long-tail keywords.
  • The overall CPC is generally lower than on the search advertising networks.

Cons

  • Most networks only offer CPM, so you canʼt do initial testing using PPC.
  • Previously had negative connotations associated with it such as spyware and pop up ads etc.
  • Not as high a delivery rate or reach as the search networks, so potentially less impressions and less traffic.
  • The campaigns arenʼt as easy to set up as AdWords, and until youʼve used the services a few times it takes some getting used to as the processes and interfaces can be complex.

So there you have it, a brief overview of the promotion models available. In reality, you will most likely not stick to any one model, and I often implement varying degrees of each model on every niche and product Iʼm selling. You also need to consider the niche and offer youʼre targeting, because one of the models may not work at all.

Above all, test and track, collect data, analyze it, make tweaks then test and track some more.

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