By Paul Knegten of Dapper
A metric that matters to marketers is: "How much do I have to spend to get a sale?" Whether that's a product or service sold online or offline, a lead generated, a newsletter subscription form completed, or a social application shared, cost per acquisition (CPA) tells you how much spend it takes to get one of these conversions.
This ClickZ/Dapper calculator shows the estimated CPA for a marketing campaign. You will need to plug in the amount you're paying in CPM (define) or CPC (define), the click-through rate (CTR), and the conversion rate from your ad traffic (or just estimate by using the conversion rate of your site in general).
This tool is a good way to see the performance of your search campaigns (with CPC pricing) versus your display campaigns (often priced by CPM). Try it!
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT