Aedgency releases CPA video guide for marketers

Aedgency has released the latest in its video guide series for online marketers, which tackles how to migrate campaigns from a cost-per-thousand (CPM) to a cost-per-action (CPA) payment model.

The video, presented by Sven Hezel, head of media buy at Aedgency, provides marketers with advice on how they can convert to the more profitable conversion-based rate for campaigns with specific targets, such as downloading a brochure or making a particular purchase.

The CPA rate is agreed with the partner in advance hence making it a transparent pricing model for advertisers allowing for accurate real-time forecasting.

Hezel makes two recommendations for making CPA work.

First, marketers should set a budget and clearly defined end dates to their campaigns.

Between EUR1,500 and EUR3,000 is a sensible initial budget and once the end point is reached it is straightforward to evaluate the success of the placements and thus decide whether to continue or update as necessary.

Second, optimisation is key - marketers should review the performance of their campaigns on an ongoing basis and adapt as necessary.

This may include better targeting, but also testing new banners, new landing pages and new placements.

If products and placements are not performing, discontinue them and start testing on something else.

Back to top