What is a CPC Mobile Campaign?
A CPC or Cost Per Click Mobile Campaign reflects what advertisers pay to the network publisher or administrator every time a mobile device user clicks content on a website’s page. Because it is a performance-based methodology; a CPC advertiser’s rate is based on how many times a user engages with the ad by clicking on it. The rate is generally calculated as part of a predetermined formula or the rate could be set using through bidding.
How Does a CPC Mobile Campaign Work?
It's based on performance
The great thing about mobile devices is that users can get online anywhere, anytime. Given that access, advertisers use different methods to entice users onto a brand's website. Optimized keywords is an effective way to drive traffic onto a site. Once there, the CPC strategy uses interesting content to get users to click through the site or click directly onto the content. A user who clicks is a highly interested potential sale. CPC helps push conversions or it can also redirect someone to another useful site. Every time the user clicks, the advertiser pays the network publisher a fee. But the lion's share of the cost is carried by the publisher when content on the site don't yield actions. CPC helps build brand awareness and works to increase business.
Since volume is less important than quality of user on the site, more targeted ads may generate higher conversions. The advertiser is able to create ads that speak to users with a targeted and relevant message. Each click means the advertiser has a metric that measures a CPC campaign's effectiveness. Advertisers can also find solutions to congestion in the process that may hinder a user on the way to making that purchase. Let's say an exhausted or bored office worker browsing on a mobile device sees an ad featuring a deluxe vacation in the Caribbean. The palm trees seem to be swaying and the bed may look inviting. This user might be highly motivated by the ad's text or imagery to click for more information. Once the user clicks, the advertiser pays the fee to the network publisher. When the user is redirected, that user may want a brochure or take some other measurable action. That action can result in a sale. A mobile CPC campaign can help advertisers maximize their profit potential.
It helps advertisers win the long game
By creating memorable ads, advertisers increase website visits that push performance and raise revenue. In order to stimulate the user to click on a site's content, the advertiser has to know the audience and what elements will appeal to them enough to click on the page. Once that sale has converted, an advertiser has a chance to form a long-term relationship for the brand.
Why a Mobile CPC Campaign Matters
It stokes user curiosity
Great ads are important if the advertiser is to maximize the return on investment of paying for each click a user makes. With all the ads online, an ad that targets the user directly and makes an impact can encourage a curious user to click on the page. A curious user may follow through as a lead or potential sale.
It's a way to test the campaign
If there are less user views on their mobile devices, the users that do show up on the site are more engaged and more likely to convert. But there is also a downside to CPC mobile marketing. A user that clicks more than once on a web page may be harder to track. Since advertisers only pay when the user clicks once; multiple clicks may pose a problem because the advertiser can't accurately measure if the clicks result in a conversion.
Advertisers only pay the network when the user clicks on the content. The highest cost an advertiser may see is in designing the ad because the ad does the heavy lifting in a CPC mobile campaign. Apart from that cost, the network publisher may have to carry the burden of ads on the site without user engagement. That means a CPC mobile campaign can be a thrifty campaign to run but with the potential of getting an amazing return on the investment.