Dynamic CPM:
The simplest & most transparent model. We buy inventory on a CPM, add our fixed margin, and that is your cost. The reality is that all retargeting campaigns are purchased using CPM bids. Even Google bids on a CPM for their own inventory, they just translate it to a CPC for AdWords customers. Dynamic CPM is the most transparent and cost effective way to buy a retargeting campaign. We bid on a CPM basis, add on our fixed margin, and that is your cost. We call it dynamic because as we become more efficient with your campaign, the savings are passed on to you, maximizing your ROI. With our fixed margin you always know that you are paying a fair price. At the end of the day, it’s the only fully transparent way to buy advertising.

Fixed CPC* (Cost per Click):
You pay a fixed cost per click on your ads. CPC is great for search, but not so great for display. Unlike search where the inventory source is consistent (on a search results page), display ads can appear on many different kinds of sites and therefore there is a lot of disparity in the quality of clicks. Cheap clicks are easy to come by, but they do not always translate to quality prospects. Trying to achieve the lowest possible CPC can actually result in the lowest quality traffic. We offer this pricing model for clients who are looking for a simplified pricing model, but we recommend dCPM.

CPA* (Cost per Acquisition):
You pay a fixed cost per conversion. Paying directly for conversions sounds simple and appealing. However, the reality is that unless you have robust attribution tracking in place, you will overpay for conversions and increase your cost. Here’s a simple example. A user clicks on your search ad, leaves your site, then clicks on a retargeting ad and converts. If you’re paying CPA, you’ll have to pay for that conversion twice (search and retargeting), thus doubling your overall marketing cost. CPA pricing models also get confusing: view throughs, click throughs, smell throughs… at the end of the day, it’s simpler and more cost effective to use dynamic CPM and measure ROI however you see fit. We recommend using a simple A/B test that we can help you set up to measure true incremental conversions.

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