Some abbreviations of online advertising

When advertising on the Internet, we often see abbreviations of some English nouns, such as CTR and CVR.

For those who are new to Internet advertising, they may not know the meaning of these terms. However, it is necessary to remember these abbreviations. I have sorted out some common proper nouns and shared them with you.

PV (Page View) Page View

PV is the number of visitors to the website. This value reflects the PVP of a website. The daily visits of large portals such as Sina and Netease exceed 1 100 million.

Ultraviolet (unique visitor) visitor

UV is the number of independent visitors to the website, and uv≤pv. If a visitor visits multiple pages of a website, multiple PVs will be recorded, but only one UV will be recorded.

click rate

CTR is the ratio of website hits to visits, that is, click rate (CTR = hits/views).

Click rate can reflect the popularity of a website. If a website has more high-quality content, the click rate will be higher, which shows that the website can attract users' attention.

CVR exchange rate

CVR is the ratio of the number of user conversions to the number of user clicks. In advertising, the user's transaction or registration is usually regarded as a transformation. Conversion rate is an important indicator to measure the advertising effect. The higher the conversion rate, the better the advertising effect.

mercantile rate of return

ROI is the ratio of the benefits generated by advertising to the investment in advertising, that is, the input-output ratio. In order to optimize this value, we need to consider the advertising cost, which complements the conversion rate. For example, when counting the advertising effect, although the conversion rate is high, if the input cost is too large, the advertising effect is not ideal. Therefore, many business owners pay more attention to the ROI value of advertisements.

Several charging modes of advertising;

CPC (cost per click) is paid per click.

CPC means that every time a user clicks on an advertisement, the corresponding expenses of the advertiser will be deducted. This fee deduction model is usually expensive and suitable for targeting accurate customers, such as Baidu search bidding advertisements.

CPA (cost per action) is paid through conversion.

CPA pays according to the conversion effect of advertising, that is, there is no charge for display and click, and only when it brings tangible benefits to advertisers. This method of paying by effect is very popular with advertisers, but in fact there are not many charging modes and the scale is not large.

CPM (cost per thousandth) pays for thousands of exhibitions.

CPM charges according to the exhibition volume. This charging method is usually not expensive for a single exhibition, but the intention of visitors is not very strong. It is suitable to promote and enhance the exposure of enterprises, and then carry out long-term transformation.

There are also CPS (cost per sale paid by sales) and CPT (cost per sale paid by time). In Internet advertising, these two payment methods are relatively few.