Google AdWords，如何“定位CPI"?影响性能? (Android应用) [英] Google AdWords, how does "target CPI" affect performance? (Android app)

问题描述

我正在使用AdWords宣传一个应用.现在已经一个月左右了，一切都很好，只有一件事我不明白，那就是目标CPI"(每次安装费用?尽管在括号中是每次点击费用).

I'm advertising an app using AdWords. It's been around a month now and everything is fine, there's just one thing I don't understand and it's the "Target CPI" (cost-per-install? Although in parenthesis it says cost-per-click).

问题是，您可以将其更改为所需的任何设置值. Google会尽其所能，要在用术语解释时非常含糊，所以我打电话给他们.当我问他们实际代表什么时，他们的IT员工毫无帮助，因为他们一直给我模糊的答案(哦，应该在x和y之间").最终，他们说他们不知道，必须与专家交谈.

The thing is, you can change it to any set value you want. Google did the best they can to be extremely vague at explaining this in their terminology, so I called them up. Their IT guys were no help whatsoever as they kept giving me vague answers ("oh this should be between x and y") when I asked them what does it actually represent. Eventually, they said they don't know and they'll have to talk to their experts.

目前，我将其设置为$ 0.075.在$ 6.5的每日预算下，我获得1000次点击，我认为这非常好(与我在$ 1的CPI和$ 25的每日预算下获得1400〜点击的尝试相比).但这都是相对的，所以我不知道这是如何有效的.无论如何，我的转化率始终是50％或更高.

Currently I have it set at $0.075. At a daily budget of $6.5, I get 1000 clicks, which I think is very good (compared to my other attempts at $1 CPI and $25 daily budget where I got 1400~ clicks). But it's all relative, so I don't know HOW effective this is. My conversion rate is always 50% or more no matter what.

我的问题是，较低的CPI会产生什么影响?如果我将其设置为0.0075美元怎么办?认为我会获得10000次点击是很愚蠢的，但是即使在Google，他们也告诉我他们不知道.

My question is, what effect will a lower CPI have? what if I set it to $0.0075? It's silly to think that I will get 10000 clicks, but even at Google they told me they don't know.

请注意，AdWords建议我将其设置为0.375美元到5美元之间.

Note that AdWords recommends me to set it between $0.375 to $5.

推荐答案

设置较低的CPI意味着您愿意为每次安装支付更少的费用.使用CPI出价时，您允许Google自动调整实际的每次点击费用，使他们以可以接受的每次安装费用吸引最多的安装次数.

Setting a lower CPI means you are willing to pay less per install. When using a CPI bid you are allowing Google to automatically adjust your actual cost per click bid in a way they feel will drive you the most installs at your acceptable cost per install.

Google有一个称为出价模拟器的工具，您可以通过它估算更改出价的影响. 目标每次转化费用"出价模拟器的一部分与应用安装广告系列的CPI出价策略等效.如果您的帐户中有足够的数据，您可能可以使用此工具来估算更改出价的影响，但由于您的CPI出价非常低，因此在您的情况下，我认为估算结果不会准确.

Google has a tool called bid simulators which allow you to estimate the impact of changing your bids. There is a section for Target CPA bid simulators that is the equivalent of a CPI bidding strategy for app install campaigns. If you have enough data in your account you may be able to use this tool to estimate the impact of changing your bids though in your case since your CPI bids are extremely low I don't believe the estimates will be accurate.

您应该监控的主要性能指标不是监控点击次数和CPI，而是您的实际每次安装费用与您的每次安装收入(取决于您的转售/安装数量获利的方式可能有所不同)，例如，您的安装转换率是50％，但除非您出售付费应用程序(而不是应用程序内购买或广告)，否则您的版本/安装会有所不同.在这种情况下，使用CPI出价可能不会产生最佳的投资回报率，因为Google不在乎安装质量(收入)，而只在乎目标CPI的安装数量.

Instead of monitoring clicks and CPI the key performance indicator you should monitor is your actual cost per install vs your revenue per install (depending on how you monetize your rev/install number may vary) For example you have an install conversion rate of 50% but unless you are selling a paid app (rather than in-app purchase or ads) then your rev/install will vary. In that case using CPI bidding may not yield the best ROI because Google doesn't care about the quality(revenue) of the install but rather only the quantity of installs at your target CPI.

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