阅读:The Everything Intro To Facebook Advertising

The Everything Intro To Facebook Advertising

via Inside Facebook by Nick Gonzalez on 6/1/08

You may know how to program, but chances are that developing your first social application introduced you to a whole new concept called advertising. I wasn’t very familiar with it either when I made the transition from TechCrunch into advertising. So, here are the basics.

Implementing Ads

Most advertising networks give you some snippets of code to place on our application in the form of an iframe. Networks serve ads to your users through these iframes and use a variety of targeting methods to deliver ads. Others require deeper forms of integration. However, I’m not here to tell you about one ad network or another. I just want to touch on some basic information about how advertising works.

大多数广告都是给你一段广告代码，通过ifram的方式嵌入在自己的页面上。当然也有一些深度整合方式的广告模式。

Types

There are several forms of advertising that take place on social networks: cost per click (CPC), cost per action (CPA), cost per install (CPI), and cost per thousand (CPM). Each of these methods refer to how the publisher is paid (when the user clicks, installs, takes an action, or views and ad). Each form also has different benefits and detriments for publishers and advertisers.

社会化网络中的广告形式（依据广告的发布者如何被支付，各有优劣）：

每点击cpc、每行动cpa、每安装cpi、按照展示千人成本cpm、按照展示千人成本cpm

	+/- Advertisers	+/- Publishers
CPC	Pay for traffic。May be abused	Easy goal, drive more clicks
CPA	Pay for what you want directly	Sometimes annoying Not all traffic converts
CPI	Pay for what you want directly	Fits well in social network Not all traffic converts
CPM	Advertisers buy high value inventory Encourages abuse	Developers get a steady stream of income High quality brand advertising

	+/- 广告主	+/- 广告发布者
CPC	按照流量。可能被滥用	简单,需要更多的点击
CPA	按照你想要获得的效果支付	有时比较烦人 并非所有流量得到转化
CPI	按照你想要获得的效果支付	和社会网络模式非常匹配 并非所有流量得到转化
CPM	获得高质量的效果；鼓励了滥用	开发者得到稳定的收入 高质量的品牌广告

Networks often run a variety or one specific form of these advertisements and pay out according to the goals of each advertisement (for clicks, actions, or views).

社会网络通常挑选一种。

Metrics

These measurements are the life-blood of developers interested in optimizing their advertising, but come with important caveats.

这些标准是开发者的命根子，大家会根据它们来优化自己的广告。但是请注意下面的事项：

• Impressions - The number of ad impressions your application drove.
• 形象-广告的数量影响你的应用再用户面前的形象
  
• Clicks - The number of clicks on ads by users (likely after click fraud detection filtered bad clicks)
• 点击数-用户的点击数量（被过滤后的有效点击）
  
• CTR - The click through rate. (The percentage of impressions that resulted in a click.) Putting more ads on page will hurt your CTR because (all else being constant) a user that clicks is seeing impressions that they aren’t clicking on.
• 点击率 - 展示和点击的比率。放上太多的广告将会降低点击率。
  
• Total revenue - This is the most important metric that you want to focus on, because its what you get paid at the end of the day.
• 总收入 - 这是最为关心的了。
  
• eCPM - the effective CPM (cost per thousand views) rate. This metric is simply the total revenue you earned divided by the number of ad impressions. It can also be a misleading metric. eCPMs vary greatly by the type of application, and it’s not neccessarily a bad thing. Dating apps tend to drive a lot of page views, which leads to a lot of non-converting ad impressions (low eCPM). However, while the eCPM may be low, the volume is high, making it possible for the revenue to be equal or greater than a higher eCPM application.
• 有效的千人展示成本 - 收入/展示数目。是个比较容易误导的标准。不同应用的ecpm非常不同。数据性的应用会带来比较大的PV，这一般会导致较低的ecpm。但是因为数量众多，还是可能产生比高ecpm应用高的总收入。
  

Here are several equivalent equations to keep in mind when thinking about revenue:

和收入相关的公式：

• Total revenue = impressions x CTR x eCPC
• 收入= 展示数量 x 点击率 x 有效每点击费用
• Toral revenue = (impressions / 1000) x eCPM
• 收入= ( 展示数量 / 1000 ) x 有效千人展示成本
  

What Can Go Wrong 可能的问题

Payouts on ad networks can vary because there are a lot of factors that affect payments. The primary factor that affects monetization is the demographic of the traffic you’re driving. Demographics of the users include source country, gender, age, income, and propensity to click. At present, countries like the U.K. and Australia tend to monetize better.

收入受到很多因素影响，最关键的影响是你应用的使用者人口统计分布。包括来自那些国家、性别、年龄、收入、点击倾向。目前英国和澳洲的情况比较好。

Gender and age are factors that are taken into account for potentially higher paying targeted campaigns. Brands are also interested in advertising on clean apps that attract their target demo. Income and propensity to click affect how likely a user is to click on ads. As some publishers found with Digg traffic, there are audiences that are more ad blind than others.

性别和年龄是两个命中潜在目标的关键要素。品牌也喜欢那些能够清晰命中他们目标客户的应用。收入和点击倾向影响着用户是否会点击广告。如有些广告的发布者发现，来自digg的流量中，大部分人比其他地方的流量更加对广告免疫。

After you’ve gotten a demographic to your application, you need to place ads where users can see them. The most common placements are at the top, middle, and bottom of the page. I’ve found that right under the nav bar is a good spot (interstitials are also a good choice). Users can see the ad without having to scroll down, which can cause ads at the bottom of your site to appear to perform worse.

一旦了解了自己应用用户的人口分布特征，就应该把广告放在用户可能会看的地方。通常的位置包括页面顶部、中间和底部。我发现在紧邻导航的下面是个不错的地方（导航的间隙也不错。译注：这是指哪里？导航本身已经很紧凑了，还有可以放广告的间隙？）。人们不必滚动就能看到他们。这就意味着放在底部的广告可能转化情况比较糟糕。

From then on, it’s up to the ad network to do its job of serving the highest value ads to your application. Payouts can fluctuate on ad networks based on the advertiser mix and adjustments to targeting algorithms on the back end. Advertising creatives or methods often become less effective over time, so new designs and offers need to be developed to keep the network fresh. Large advertisers can come on the network and bid strong for a segment of traffic one week and move on the next. Developers can also miss out on these brand deals if they’re not running a network’s code.

接下来，该广告网络来提供高质量的广告给你的应用了。收入可能会受到后台算法调整的影响。广告上的创新和方法会随着时间而渐渐比较没有效果。这就需要设计新的方法来保持广告网络的活力。大的广告主会来找广告网络要求买进一周的部分流量然后继续。开发者如果没有放上广告网络的广告代码，可能会错过这些品牌的大单。

Overall Lessons

Ad networks provide value because they let developers trade development time for ad optimization time. Ad optimization is a process of doing more with less, whereas a smarter strategy can be picking a network and focusing on growing the userbase. More users will grow the overall impression base, create a higher profile application, and serve as a pool of traffic that can be pushed to other applications you develop.

广告网络的价值在于让开发者用开发实践来换取广告优化的时间。广告优化是件事半功倍的事情。一项聪明的战略将会培养起一个网络，发展大量用户。而更多的用户将提供强大的展示基础，创建高价值个人信息，作为流量的缓冲池，并可能被带入到你所开发的其他应用中。

This is a guest post by Nick Gonzalez of SocialMedia Networks, an advertising network for social media platforms like Facebook and OpenSocial.

附：

国内常见的相关标准：

来自：CPA CPS CPC CPM CPO PPC PPL PPS CPTM 含义解说

CPA (Cost-per-Action) ：每次行动的费用，即根据每个访问者对网络广告所采取的行动收费的定价模式。对于用户行动有特别的定义，包括形成一次交易、获得一个注册用户、或者对网络广告的一次点击等。
　　CPC (Cost-per-click)： 每次点击的费用。根据广告被点击的次数收费。如关键词广告一般采用这种定价模式。
　　CPM（Cost per Thousand Impressions）：每千次印象费用。广告条每显示1000次（印象）的费用。CPM是最常用的网络广告定价模式之一。
　　CPO (Cost-per-Order) ：也称为Cost-per-Transaction，即根据每个订单/每次交易来收费的方式。 （笔者注：本质上应该是cpa吧。这里的a就是order啦）
　　PPC（Pay-per-Click）：是根据点击广告或者电子邮件信息的用户数量来付费的一种网络广告定价模式。 （笔者注：本质上应该是cpc吧。）
　　PPL（Pay-per-Lead）：根据每次通过网络广告产生的引导付费的定价模式。例如，广告客户为访问者点击广告完成了在线表单而向广告服务商付费。这种模式常用于网络会员制营销模式中为联盟网站制定的佣金模式。 （笔者注：比如说travelzoo, inforhub的模式应该属于这种）
　　PPS（Pay-per-Sale）：根据网络广告所产生的直接销售数量而付费的一种定价模式 。（笔者注：本质上应该是cpo吧。只是这里衡量的是总价值，而不是订单的数量。因为每个订单可能多项产品）
　　CPTM (Cost per Targeted Thousand Impressions) ：经过定位的用户（如根据人口统计信息定位）的千次印象费用。CPTM与CPM的区别在于，CPM是所有用户的印象数，而CPTM只是经过定位的用户的印象数。