Nhung khai niem co ban: CPM, CPC, CTR, ROAS

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Nhung khai niem co ban: CPM, CPC, CTR, ROAS

Trong thoi dai so hoa, marketing online tro thanh cong cu khong the thieu cua moi doanh nghiep. De chien dich quang cao online dat hieu qua, ban can hieu ro cac chi so quan trong nhu CPM, CPC, CTR va ROAS. Day la nhung chi so co ban giup do luong, phan tich va toi uu hoa chien dich mot cach chinh xac. Trong bai viet duoi day, Lolo Media se giai thich cu the y nghia cua tung chi so va cach ap dung vao thuc te.

CPM la gi? Khi nao nen dung CPM?
CPM la tu viet tat cua "Cost Per Mille", co nghia la chi phi cho moi 1000 lan quang cao duoc hien thi. Day la mot trong nhung hinh thuc tinh phi pho bien nhat trong quang cao hien nay. Khi ban chay quang cao theo CPM, ban se thanh toan du tren so lan quang cao xuat hien truoc nguoi dung, chu khong can quan tam nguoi do co tuong tac hay khong.
Neu muc tieu cua ban la tang nhan dien thuong hieu, truyen tai thong diep den dong dao khach hang tiem nang thi CPM la lua chon hop ly. Vi du, mot thuong hieu moi ra mat san pham can tao su nhan dien thi co the su dung CPM de dat toc do phu song cao trong thoi gian ngan

xem thêm: Facebook Ads co phu hop cho doanh nghiep nho khong?
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Tai Lolo Media, chung toi thuong khuyen nghi su dung CPM trong cac giai doan dau cua chien dich marketing, dac biet la cac chien dich branding. Boi vi luc nay, muc tieu chinh la tao su nhan dien va ghi nho thuong hieu, chua dat nang ve chuyen doi.

CPC la gi? Chi so quan trong trong chien dich chuyen doi
CPC la tu viet tat cua "Cost Per Click", co nghia la chi phi tren moi lan nguoi dung click vao quang cao cua ban. Day la hinh thuc tinh phi dua tren hanh dong cu the cua nguoi dung, phu hop voi cac chien dich nham den viec keu goi hanh dong nhu mua hang, dang ky, tai ung dung, dat lich tu van,...

Neu ban muon nguoi xem quang cao phai co hanh dong ro rang, thi CPC la su lua chon hieu qua. Vi du, ban chay quang cao Facebook voi muc tieu dat hang truc tiep, khi do moi click la mot co hoi ban hang. Ban se muon toi uu de chi phi moi click thap nhat nhung van dam bao chat luong nguoi click.

Lolo Media da va dang van hanh nhieu chien dich CPC cho khach hang trong cac linh vuc nhu thoi trang, giao duc, bat dong san, lam dep... Chung toi ap dung cac ky thuat toi uu de giam CPC nhung van giu duoc luong chuyen doi cao. Do la diem then chot de tang ROAS va toi uu loi nhuan.

CTR la gi? Ty le click quyet dinh su hap dan cua quang cao
CTR la tu viet tat cua "Click Through Rate", la ty le giua so click tren so lan quang cao hien thi. Chi so nay cho biet muc do hap dan cua quang cao doi voi nguoi xem. Cong thuc tinh CTR nhu sau:

CTR = (So click / So lan hien thi) x 100%
Neu CTR cao, dieu do cho thay tieu de, hinh anh, mo ta va loi keu goi hanh dong cua ban dang thu hut nguoi xem. Neu CTR thap, do co the la dau hieu cua viec quang cao chua dung nhu cau cua khach hang hoac cach trinh bay chua toi uu.
Lolo Media luon thuc hien A/B Testing de tim ra phien ban quang cao co CTR cao nhat. Chung toi theo doi va so sanh cac bien the ve hinh anh, tieu de, mo ta de chon ra phuong an toi uu nhat. Nho do, cac chien dich cua khach hang luon dat hieu qua cao hon so voi mat bang chung.

ROAS la gi? Chi so do luong hieu qua dau tu quang cao
ROAS la tu viet tat cua "Return On Advertising Spend", la ty le giua doanh thu thu duoc tren chi phi quang cao. Day la chi so cuc ky quan trong de danh gia hieu qua cua moi chien dich marketing. Cong thuc tinh ROAS nhu sau:

ROAS = Doanh thu / Chi phi quang cao
Vi du, neu ban chi 10 trieu dong cho quang cao va thu ve 40 trieu doanh thu, thi ROAS cua ban la 4, tuc la moi 1 dong dau tu sinh ra 4 dong doanh thu. ROAS cang cao thi chien dich cang hieu qua.

Lolo Media dat muc tieu ROAS toi thieu 3x cho moi chien dich ban hang. Chung toi khong chi chay quang cao ma con phan tich hanh vi nguoi dung, toi uu landing page, viet noi dung keu goi hanh dong... tat ca de dam bao moi dong ban chi tra cho quang cao deu xung dang.

Moi lien he giua cac chi so CPM, CPC, CTR va ROAS
Nhung chi so tren khong hoat dong don le ma co moi quan he mat thiet voi nhau. Vi du:
Neu CTR cao, thi CPC se giam vi he thong danh gia quang cao cua ban chat luong.
Neu CPM thap nhung CTR cung thap, thi viec hien thi rong cung khong giup ban ban duoc hang
Neu CPC thap nhung ROAS van thap, co the la do chat luong click khong tot, nguoi dung khong co nhu cau that.
Neu ROAS cao, co the danh gia chien dich dang van hanh tot, co the mo rong ngan sach.

xem thêm: https://lolo.vn/cho-thue-tai-khoan-quang-cao-facebook-ads/

Tai Lolo Media, chung toi xay dung dashboard theo doi tat ca chi so tren theo thoi gian thuc. Dieu nay giup khach hang de dang nam bat tinh hinh chien dich va dua ra quyet dinh kip thoi.

Vi sao doanh nghiep nen chon Lolo Media?
Lolo Media la don vi chuyen ve digital marketing voi kinh nghiem trien khai hang tram chien dich quang cao trong va ngoai nuoc. Chung toi khong chi chay quang cao, ma con ho tro doanh nghiep:
Xay dung ke hoach marketing tong the.

Toi uu chi phi quang cao theo tung muc tieu (branding, chuyen doi, remarketing).
Nang cao cac chi so quan trong nhu CTR va ROAS
Bao cao minh bach, chi tiet va cap nhat lien tuc.

Voi doi ngu chuyen gia da lam viec voi nhieu linh vuc khac nhau, Lolo Media tu tin mang lai giai phap marketing toi uu va phu hop nhat voi muc tieu kinh doanh cua tung khach hang.
Ket luan
Viec hieu ro va ap dung dung cac khai niem CPM, CPC, CTR, ROAS la chiec khoa giup doanh nghiep toi uu chien dich quang cao online. Moi chi so deu mang mot y nghia rieng va tuong ho lan nhau trong viec xay dung chien luoc marketing thong minh.
Neu ban muon toi uu chi phi quang cao va dat duoc ket qua kinh doanh tot nhat, dung ngai lien he voi Lolo Media de duoc tu van chi tiet va mien phi. Chung toi san sang dong hanh cung ban tren hanh trinh chinh phuc nguoi dung trong moi cu click.