ããžã¿ã«ããŒã±ãã£ã³ã°ã®äžçã§ã¯ãCPAïŒCost Per AcquisitionïŒã®æé©åã¯äžå¯æ¬ ã§ãããæ£ç¢ºã«ã¯äœãæå³ããã©ã®ããã«å®æœããã°è¯ãã®ã§ããããïŒæ¬èšäºã¯ããã®çåã解æ¶ãããããCPAã®åºæ¬ãããSEOæœçãã³ã³ãã³ãããŒã±ãã£ã³ã°ãéããæé©åã®æ¹æ³ãŸã§ãç¶²çŸ ããŸããITãAIãããŒã±ãã£ã³ã°ã«é¢å¿ã®ããæ¹ã ã«åããŠãCPAã®èšç®æ¹æ³ããã®éèŠæ§ããããŠééããããç¹ã®è§£èª¬ãã¯ãããå¹æçãªSEO察çãã³ã³ãã³ãæŠç¥ã玹ä»ããŸããæŽã«ãKPIã®èšå®ãåæããŒã«ã®å©çšæ³ããããŠæåäºäŸãããšã«ãããªãã®ããžãã¹ã«ããã顧客ç²åŸå䟡ãã©ã®ããã«æé©åããã°è¯ãããå®è·µçãªã¢ãããŒããææ¡ããŸãã
CPAãšã¯äœãïŒåºæ¬ãç解ãã
CPAãšããèšèãèããŠãããã®æå³ãæ·±ãç解ããŠãã人ã¯æå€ãšå°ãªããããããŸãããããŒã±ãã£ã³ã°ãSEOã®äžçã§ã¯ããã®ææšãæé©åããããšãéåžžã«éèŠã§ããæ¬èšäºã§ã¯ãCPAã®åºæ¬ããããªããããããžãã¹ããŠã§ããµã€ãã®æé·ã«ãããŠéèŠãªã®ããæãäžããŠãããŸãã
CPAïŒCost Per AcquisitionïŒã®å®çŸ©ãšã¯
ãŸããCPAãšã¯ãCost Per Acquisitionãã®ç¥ã§ãæ¥æ¬èªã§ãããšã顧客ç²åŸå䟡ãã§ããããã¯ã1人ã®é¡§å®¢ãç²åŸããããã«ããã£ãåºåè²»çšã®å¹³åå€ãè¡šããŸãããªã³ã©ã€ã³åºåãåºçš¿ããéã®å¹æçãªææšãšããŠçšããããäœãã»ã©å¹ççã«é¡§å®¢ãç²åŸããŠãããšèšããŸãããã®æ°å€ãããŒã±ã¿ãŒãåºåäž»ã«ãšã£ãŠéèŠãªã®ã¯ãåºåãã£ã³ããŒã³ã®è²»çšå¯Ÿå¹æãæ確ã«ç€ºãããã§ãã
CPAã®èšç®æ¹æ³ãšãã®éèŠæ§
CPAã®èšç®æ¹æ³ã¯éåžžã«ã·ã³ãã«ã§ãã
- ãŸããç¹å®ã®æéã«ãããåºåè²»çšã®ç·é¡ãèšç®ããŸãã
- 次ã«ããã®æéå ã«ç²åŸãã顧客æ°ã§ç·é¡ãå²ããŸãã
åŒã§è¡šããšããCPA = åºåè²»çšç·é¡ ÷ ç²åŸé¡§å®¢æ°ããšãªããŸãããã®CPAãç¥ãããšã¯ãããŒã±ãã£ã³ã°æŠç¥ãç«ãŠãäžã§éåžžã«éèŠã§ãããªããªããé«ãããCPAã¯åºåã«ãããè²»çšãå€ããããããåçæ§ã«æªåœ±é¿ãåãŒãããã§ããéã«ãCPAãäžããããšãã§ããã°ãããå€ãã®é¡§å®¢ãããäœãã³ã¹ãã§ç²åŸã§ããããã«ãªããããåçæ§ãåäžããŸãã
ãã®ããã«ãCPAã¯é¡§å®¢ç²åŸå䟡ãææ¡ããããŒã±ãã£ã³ã°æŠç¥ãSEOæœçãå¹æçã«ãã©ã³ãã³ã°ããããã«äžå¯æ¬ ãªææšã§ãã次ã«ããã®CPAãæé©åããããã®SEOæœçãã³ã³ãã³ãããŒã±ãã£ã³ã°ã®ãã³ãã玹ä»ããŠãããŸãã
CPAã®æé©åãšãã®éèŠæ§
CPAïŒCost Per AcquisitionïŒãŸãã¯é¡§å®¢ç²åŸå䟡ã¯ãããŒã±ãã£ã³ã°æŠç¥ã«ãããŠäžå¯æ¬ ãªææšã§ããæ°èŠé¡§å®¢ã®ç²åŸã«ãããå šäœçãªã³ã¹ããç解ãããããæé©åããããšã§ãäŒæ¥ã®å©çæ§ãšæé·æ§ã倧ããåäžããŸããé«äŸ¡ãªCPAã¯äŒæ¥ã®å©çãå§è¿«ããäžæ¹ã§ãæé©åãããCPAã¯å©çã®æ倧åã«çŽçµããŸãã
ãªãCPAã®æé©åãéèŠãªã®ã
CPAã®æé©åãéèŠã§ããçç±ã¯è€æ°ãããŸããããã£ãšãæ確ãªçç±ã¯ãã³ã¹ãåæžãšåçæ§ã®åäžã«ãããŸããCPAãé©åã«ç®¡çãæé©åããããšã§ãåãåºåæ¯åºã§ããå€ãã®é¡§å®¢ãç²åŸã§ããããã«ãªããçµæãšããŠåçæ§ãåäžããŸãããŸããããžãã¹ã®å¯èŠæ§ãé«ãŸããåžå Žã§ã®ç«¶äºåãé«ããããšãã§ããŸãã
CPAæé©åã«ãããäžè¬çãªèª€è§£ã解æ¶ãã
CPAã®æé©åã«é¢ããŠã¯ãå€ãã®èª€è§£ãååšããŸããäžè¬çãªèª€è§£ã®äžã€ã«ãCPAãæå°éã«æããããšã絶察çãªç®æšã§ãããšãããã®ããããŸããããããCPAãé床ã«äžãããšããã®ååºåã®è³ªãéãç ç²ã«ãªããé·æçãªããžãã¹æé·ã«æªåœ±é¿ãåãŒãå¯èœæ§ããããŸããæé©åã®ç®çã¯ãæãå¹ççãªCPAãèŠã€ããããšã§ãããããã¯å¿ ãããæå°å€ã§ããå¿ èŠã¯ãããŸããã
å¥ã®èª€è§£ãšããŠãCPAã®æé©åã¯åç¬ã®æŽ»åã§ãããšèããããšããããŸããå®éã«ã¯ãCPAã®æé©åã¯åºåãã£ã³ããŒã³å šäœããŠã§ããµã€ãã®å質ãã³ã³ãã³ãããŒã±ãã£ã³ã°ãªã©è€æ°ã®èŠçŽ ãçžäºäœçšããŠéæããããã®ã§ããæåããããã«ã¯ããããã®èŠçŽ ãç·åçã«èæ ®ããå¿ èŠããããŸãã
SEO察çã«ããCPAæé©åã®æ¹æ³
顧客ç²åŸå䟡(CPA)ãæé©åããããã®æŠç¥ãšããŠãSEO察çã¯éåžžã«å¹æçãªæ¹æ³ã®äžã€ã§ãããã®èšäºã§ã¯ãCPAãæ¹åãã質ã®é«ããã©ãã£ãã¯ããµã€ãã«åŒãå¯ããããã®SEOæœçã«çŠç¹ãåœãŠãŠãããŸãã
ããŒã¯ãŒãéžå®ãšã³ã³ãã³ãæé©åã®åºæ¬
CPAæé©åã®ç¬¬äžæ©ã¯ãé©åãªããŒã¯ãŒãã®éžå®ãšã³ã³ãã³ãã®æé©åããå§ãŸããŸããããŒã¯ãŒãéžå®ã§ã¯ãã¿ãŒã²ãããšãã顧客ãå®éã«äœ¿çšããŠããæ€çŽ¢èªå¥ãèŠã€ãåºãããããåºã«ã³ã³ãã³ããäœæããŸããæãéèŠãªã®ã¯ããŠãŒã¶ãŒã®æ€çŽ¢æå³ã«åèŽããããŒã¯ãŒããéžã¶ããšã§ããæ€çŽ¢æå³ãæºããã³ã³ãã³ãäœæã¯ãæ€çŽ¢ãšã³ãžã³ã©ã³ãã³ã°ãé«ããçµæãšããŠCPAã®æé©åã«ç¹ãããŸãã
ã³ã³ãã³ãæé©åã§ã¯ãéžå®ããããŒã¯ãŒããé©åã«ã³ã³ãã³ãå ã«é 眮ããããšãéèŠã§ããã¿ã€ãã«ã¿ã°ãã¡ã¿èšè¿°ãèŠåºããæ¬æã«ããŒã¯ãŒããé©åã«åæ£ãããèªè ã«ãšã£ãŠäŸ¡å€ã®ããæ å ±ãæäŸããããšãæ±ããããŸããé«å質ãªã³ã³ãã³ãã¯ããŠãŒã¶ãŒã®æ»åšæéã延ã°ããçµæãšããŠæ€çŽ¢ãšã³ãžã³ã«ããè©äŸ¡ãé«ããªããŸãã
å éšãªã³ã¯ãšããŒãžæ§é ã®åœ¹å²
å éšãªã³ã¯æŠç¥ããSEO察çãšããŠã¯æ¬ ãããªãèŠçŽ ã®äžã€ã§ããå éšãªã³ã¯ã¯ããµã€ãå ã®ä»ã®é¢é£ããããŒãžãžã®ãªã³ã¯ã§ãããã«ããæ€çŽ¢ãšã³ãžã³ã«å¯ŸããŠãµã€ãã®æ§é ãç解ãããããšãã§ããŸããé©åãªå éšãªã³ã¯æŠç¥ã¯ããµã€ãå ã®ããŒãžã©ã³ã¯ãé«ãããŠãŒã¶ãŒã®ãµã€ãå ã§ã®ç§»åã容æã«ããçµæçã«CPAã®æé©åã«è²¢ç®ããŸãã
å ããŠããµã€ãã®ããŒãžæ§é ãéèŠã§ããçŽæçã§ç解ããããããŒãžæ§é ãæã€ãµã€ãã¯ããŠãŒã¶ãŒäœéšãåäžããããšåæã«ãæ€çŽ¢ãšã³ãžã³ã«ããã€ã³ããã¯ã¹äœæã®å¹çãè¯ããªããŸããé©åãªã«ããŽãªåããæçãªããã²ãŒã·ã§ã³ã¯ããŠãŒã¶ãŒã®èå³ãåŒããæ»åšæéã®å»¶é·ãããŒãžãã¥ãŒã®å¢å ã«ç¹ãããŸãã
以äžã®SEOæœçãé©åã«å®æœããããšã§ããµã€ãã®æ€çŽ¢ãšã³ãžã³ã®ã©ã³ãã³ã°ãé«ããããšãã§ããçµæãšããŠCPAãæé©åããããšãå¯èœã§ããããŒã¯ãŒãéžå®ãšã³ã³ãã³ãæé©åãå éšãªã³ã¯ãšããŒãžæ§é ã®æ¹åã«ããã質ã®é«ããã©ãã£ãã¯ãå¢å ãã顧客ç²åŸå䟡ã®åæžã«ç¹ããããšãã§ããŸãã
ã³ã³ãã³ãããŒã±ãã£ã³ã°ã«ããCPAæé©åæŠç¥
å¹æçãªããŒã±ãã£ã³ã°æŠç¥ã¯ãçµç¹ã®é·æçãªæåã«äžå¯æ¬ ã§ããCPAïŒé¡§å®¢ç²åŸå䟡ïŒãæé©åããããšã¯ãåçã®å¢å€§ãšã³ã¹ãåæžã®ãã©ã³ã¹ããšãäžã§éèŠãªææšã®äžã€ã§ããã³ã³ãã³ãããŒã±ãã£ã³ã°ã¯ããã®æé©åããã»ã¹ã«ãããŠæ¥µããŠäŸ¡å€ã®é«ãææ³ãšãªããŸãã
ã¿ãŒã²ãããªãŒãã£ãšã³ã¹ã®ç解ãšãšã³ã²ãŒãžã¡ã³ãã®é«ãæ¹
ã¿ãŒã²ãããªãŒãã£ãšã³ã¹ã®ç解ã¯ãã³ã³ãã³ãããŒã±ãã£ã³ã°ã«ãããCPAæé©åã®æ žãšãªããŸãããªãŒãã£ãšã³ã¹ã®ããŒãºãé¢å¿äºãè¡åãã¿ãŒã³ãææ¡ããããšã§ãããé¢é£æ§ã®é«ãã³ã³ãã³ããæäŸãããšã³ã²ãŒãžã¡ã³ããé«ããããšãå¯èœãšãªããŸããã¢ã³ã±ãŒãããœãŒã·ã£ã«ã¡ãã£ã¢ã®åæãè¡å远跡ããŒã«ã䜿çšããŠãªãŒãã£ãšã³ã¹ããŒã¿ãåéãããã®æ å ±ãåºã«ããŒãœãã©ã€ãºãããã³ã³ãã³ãæŠç¥ãå±éããããšãéèŠã§ãã
ã³ã³ãã³ãã®çš®é¡ãšé ä¿¡æŠç¥
CPAæé©åã«è²¢ç®ããã³ã³ãã³ãã®çš®é¡ã¯å€å²ã«ããããŸããããã°èšäºãã€ã³ãã©ã°ã©ãã£ãã¯ãåç»ãeBookãªã©ãã¿ãŒã²ãããªãŒãã£ãšã³ã¹ã«å ±æããé¢äžãä¿ãçš®é¡ã®ã³ã³ãã³ããæäŸããããšãéèŠã§ããã³ã³ãã³ãã®å¹æçãªé ä¿¡æŠç¥ããŸããCPAæé©åã®éµãæ¡ããŸããSEO察çãæœããã³ã³ãã³ãã¯ãæ€çŽ¢ãšã³ãžã³ã§ã®å¯èŠæ§ãé«ãŸããããå€ãã®æœåšé¡§å®¢ãžã®ãªãŒããå¯èœãšãªããŸããããã«ããœãŒã·ã£ã«ã¡ãã£ã¢ãã¡ãŒã«ããŒã±ãã£ã³ã°ãéããŠã³ã³ãã³ããæ¡æ£ãããªãŒãã£ãšã³ã¹ãšã®æ¥ç¹ãå¢ããããšããCPAã®æé©åã«è²¢ç®ããŸãã
枬å®ãšåæã«ããCPAã®æ¹å
CPAïŒé¡§å®¢ç²åŸå䟡ïŒã®æé©åã¯ãããžã¿ã«ããŒã±ãã£ã³ã°ã«ãããæéèŠèª²é¡ã®äžã€ã§ããCPAãå¹ççã«æ¹åããããšã§ãããŒã±ãã£ã³ã°äºç®ã®äœ¿çšå¹çãé«ããäŒæ¥ã®åçåäžã«çŽçµããŸãããã®ã»ã¯ã·ã§ã³ã§ã¯ãå¹æçãªKPIèšå®æ¹æ³ãšãCPAæ¹åã®ããã®åæããŒã«ã®å©çšæ¹æ³ã玹ä»ããŸãã
å¹æçãªKPIã®èšå®æ¹æ³
ãŸããCPAãæ¹åããããã«ã¯ãäœã枬å®ãã¹ãããã©ã®ãããªç®æšå€ãèšå®ããã¹ãããæ確ã«ããããšãå¿ èŠã§ããããã§ã®ããŒãã€ã³ãã¯ãããžãã¹ç®æšã«çŽçµããå ·äœçã§æž¬å®å¯èœãªKPIïŒéèŠæ¥çžŸè©äŸ¡ææšïŒãèšå®ããããšã§ããäŸãã°ãWebãµã€ããžã®èšªåè æ°ã®å¢å ãã§ã¯ãªãããç¹å®ã®ãã£ã³ããŒã³ããã®ãªãŒãæ°ã®å¢å ãããåºåã¯ãªãã¯1åãããã®ã³ã³ããŒãžã§ã³çã®åäžããšãã£ãããå ·äœçãªææšãèšããŸãã
ãŸããèšå®ããKPIã¯ã
- é¢é£æ§ïŒããžãã¹ç®æšãšçŽæ¥çã«çµã³ã€ããŠããã
- 枬å®å¯èœæ§ïŒå ·äœçã§ãæ°å€ã§æž¬å®å¯èœã
- éæå¯èœæ§ïŒçŸå®çãªç¯å²å ã§ç®æšéæãå¯èœã
- é¢ä¿æ§ïŒä»ã®KPIãšã®çžäºé¢ä¿ãç解ã§ããå šäœã®æŠç¥ã«çµã³ã€ããŠããã
ãšãã£ããã€ã³ããèæ ®ããããšãéèŠã§ãã
CPAæ¹åã®ããã®åæããŒã«ãšå©çšæ¹æ³
CPAæ¹åã«ã¯ãæ§ã ãªåæããŒã«ã䜿ãããªãããšãäžå¯æ¬ ã§ãããããã®ããŒã«ãå©çšããŠããã£ã³ããŒã³ã®ææãå®éçã«è©äŸ¡ããCPAæ¹åã®ããã®ã¢ã¯ã·ã§ã³ã決å®ããŸããäŸãã°ãGoogle AnalyticsãGoogle AdsãFacebook Insightsãªã©ã®ãã©ãããã©ãŒã ã¯ããŠã§ããµã€ããžã®èšªåããŒã¿ããã£ã³ããŒã³ã®ããã©ãŒãã³ã¹ã詳现ã«åæã§ãããããCPAã®è©äŸ¡ã«æ¬ ãããŸããã
ãããã®åæããŒã«ãå©çšããããšã§ã
- ãã£ã³ããŒã³å¥ã®CPAã枬å®
- 蚪åè ã®è¡åãã¿ãŒã³ãæ»åšæéãåæ
- ã³ã³ããŒãžã§ã³ã«è³ããŸã§ã®æµããææ¡
- å¹æã®äœããã£ã³ããŒã³ãåºåãç¹å®ããŠä¿®æ£
ãšãã£ãåæãå¯èœã«ãªããŸãããããã®æ å ±ãåºã«ãCPAã®æ¹åçãç¶ç¶çã«æ€èšã»å®æœããããšããæåã«ã€ãªãããŸãã
CPAã®å¹ççãªæ¹åã¯ãèšå€§ãªããŒã¿ãããšã«ããç¶ç¶çãªåæãšè©äŸ¡ãéµãšãªããŸããé©åãªKPIã®èšå®ãšãåæããŒã«ã®ç©æ¥µçãªæŽ»çšã«ãããCPAãæé©åããããŒã±ãã£ã³ã°æŽ»åå šäœã®ROIãé«ããŠãããŸãããã
æåäºäŸãšãã¹ããã©ã¯ãã£ã¹
CPAæé©åã§ææãåºããäŒæ¥ã®äºäŸ
CPAïŒCost Per AcquisitionïŒæé©åã¯ããªã³ã©ã€ã³ããŒã±ãã£ã³ã°ã®å¹æãé£èºçã«é«ããããã®éèŠãªæŠç¥ã§ããå€ãã®äŒæ¥ããã®æŠç¥ãçšããŠãåºåè²»çšã®åæžãšROIïŒReturn on InvestmentïŒã®åäžãå®çŸããŠããŸããæåäºäŸã®äžã€ãšããŠãç¹å®ã®ããŒã¯ãŒãã«å¯ŸããSEO察çã匷åãã質ã®é«ãã³ã³ãã³ãããŒã±ãã£ã³ã°ãå±éããäŒæ¥ãæããããŸããçµæãšããŠãæ€çŽ¢ãšã³ãžã³ã®ã©ã³ãã³ã°ãåäžãã察象ããŒã¯ãŒãã§ã®ãã©ãã£ãã¯ãå¢å ãCPAãå€§å¹ ã«äœäžããããå¹ççãªé¡§å®¢ç²åŸãå¯èœãšãªããŸããã
CPAæé©åã®ããã®ãã§ãã¯ãªã¹ã
CPAãæé©åããããã«ã¯ã以äžã®ç¹ã念é ã«çœ®ãããšãéèŠã§ãã
- ç®æšCPAã®èšå®ïŒäºæ¥ããšã®å©çç®æšã«åãããé©åãªCPAç®æšã®èšå®ã
- ããŒã¯ãŒãã®èŠçŽãïŒåºåãã£ã³ããŒã³ã®å¯Ÿè±¡ãšãªãããŒã¯ãŒãã®ããã©ãŒãã³ã¹ãå®æçã«åæããæé©åã
- ã³ã³ãã³ãã®è³ªã®åäžïŒãŠãŒã¶ãŒãæ±ããæ å ±ãæäŸããèªã¿ããããé åçãªã³ã³ãã³ããäœæã
- ã©ã³ãã£ã³ã°ããŒãžã®æé©åïŒé«ãã³ã³ããŒãžã§ã³çãéæããããããŠãŒã¶ãŒãæ±ããã¢ã¯ã·ã§ã³ãåããããèšèšã«ã
- åºåã®A/Bãã¹ãïŒç°ãªãåºåã³ããŒããã¶ã€ã³ãã³ãŒã«ãã¥ã¢ã¯ã·ã§ã³ãè©Šããæãå¹æçãªèŠçŽ ãèŠæ¥µããã
ãã®ãã§ãã¯ãªã¹ãã«åŸããç¶ç¶çã«CPAæé©åã®åãçµã¿ãè¡ãããšã§ãããŒã±ãã£ã³ã°æŽ»åã®å¹çã倧ããæ¹åããããšãå¯èœã§ãã
ãŸãšã
CPAïŒCost Per AcquisitionïŒã¯ã顧客ç²åŸè²»çšã®ææšã§ãããã®èšç®æ¹æ³ã¯ãç²åŸãã顧客äžäººåœããã«ããã£ãè²»çšã瀺ããããŒã±ãã£ã³ã°æŠç¥ãæé©åããäžã§éèŠãªåœ¹å²ãæã¡ãŸããCPAã®æé©åã¯ãSEO察çãšã³ã³ãã³ãããŒã±ãã£ã³ã°ãéããŠæãéããããããšãå€ãã§ããæ£ç¢ºãªããŒã¯ãŒãéžå®ãå¹æçãªã³ã³ãã³ãã®é ä¿¡ããããŠå éšãªã³ã¯æŠç¥ã®æé©åãCPAãäžããéµã§ããå ããŠãã¿ãŒã²ãããªãŒãã£ãšã³ã¹ã®ç解ãšãšã³ã²ãŒãžã¡ã³ããæ·±ããããšãæ¬ ãããŸãããæåäºäŸãåèã«ããªããã枬å®ãšåæãè¡ããç¶ç¶çã«CPAã®æ¹åãç®æãããšã倧åã§ããæçµçã«ãå¹ççãªé¡§å®¢ç²åŸãå®çŸããããã®SEOæœçãšã³ã³ãã³ãããŒã±ãã£ã³ã°æŠç¥ããäŒæ¥ã®ããŒã±ãã£ã³ã°æåãžã®éãæããŸãã