Profitability of clicks on advertising campaigns
According to surveys and Rubicom Econsultancy Project, 63% of those in charge of publicity for a site ponder the success or failure of a particular campaign based on the results of the CPM, however, there is a growing trend and considers the Cost per Click (CPC) as a more accurate way to evaluate a campaign.
The report by Eyeblaster on the results of this survey show that the possibility of continuing to present different content to online sites is at risk if you prefer to type CPC measurement strategies, as happens at the pricing of advertising, they are Many factors influence to persuade a user clicking on an advertisement, not enough to just have it appear on the screen.
According to the report, this pricing model is only suitable for search engines because the amount of traffic they have is so great that it’s okay to evaluate in this way, however, very few sites that generate millions of hits a day therefore not a good idea to think that by the number of clicks to make a campaign can be a success or a failure. Another questions is to think whether or not the click can measure the effectiveness of online advertising, because often the sale is finalized in physical stores and never had a click through then what happens in such cases? The board is retaining value more visits than clicks.
Another of the risks inherent in the thinking of a CPC based advertising pricing is that lower growth and thus publicity many publishers go bust, which will increase the price of advertising and would generate a fall in the level of investment to time has been increasing.