ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®CPAãæ¹åããææ³ãæ±ããŠããŸãããïŒããžãã¹ææã®åäžãç®æãããžãã¹ããŒãœã³ã®çæ§ãžãå¹æçãªåºåæŠç¥ã®æ§ç¯ã¯å¿ é ã§ãããã®èšäºã§ã¯ãCPAïŒCost Per ActionïŒã®åºæ¬ãããå ·äœçãªæ¹åçããããŠããŒã¿ã«åºã¥ãæé©åæ¹æ³ãŸã§ãç¶²çŸ çã«è§£èª¬ããŸãããã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®ã¡ãªãããæ倧éã«æŽ»ãããè²»çšå¯Ÿå¹æã®é«ãåºå掻åãå±éããããã®å®è·µçãªãã³ããæäŸããŸãããã®å 容ãéããŠãå¹ççãªåºåã®éçšãå®çŸããããžãã¹ã®æé·ãå éãããŸãããã
ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåãšã¯ïŒ
ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®åºæ¬æŠå¿µ
ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã¯ãæ¶è²»è ã«å³æã®è¡åãä¿ãåºåã®äžåœ¢æ ã§ããããã«ã¯ãç³ã蟌ã¿ãè³Œå ¥ãåãåãããªã©ãç¹å®ã®ã¢ã¯ã·ã§ã³ãæ¶è²»è ã«æ±ãããã®ãå«ãŸããŸããäž»ãªç¹åŸŽãšããŠãææ枬å®ãå¯èœãªç¹ãæããããé«ãROIïŒæè³åççïŒãè¿œæ±ã§ããåºåæŠç¥ãšããŠå€ãã®ããŒã±ã¿ãŒã«æ¡çšãããŠããŸãã
CPAïŒCost Per ActionïŒã¯ããã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®éèŠãªææšã®äžã€ã§ãç¹å®ã®ãŠãŒã¶ãŒã¢ã¯ã·ã§ã³ïŒäŸïŒè³Œå ¥ããµã€ã³ã¢ããïŒã«ãããè²»çšãæããŸãããã®ææšã«åºã¥ããåºåã®å¹çæ§ãåçæ§ãè©äŸ¡ããããšãã§ããŸãã
ãã®åºå圢åŒã®äž»ãªç®çã¯ãã¿ãŒã²ãããšãªã顧客局ã«çŽæ¥ã¢ãããŒãããå³åº§ã®åå¿ãä¿ãããšã§ãããé«åºŠãªã¿ãŒã²ãã£ã³ã°ãšã¡ãã»ãŒãžã³ã°æŠç¥ãå¿ èŠã«ãªããŸãã
ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®æŽå²ãšé²å
ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã¯ãé·ãæŽå²ãæã£ãŠãããæåã¯éµéããããã€ã¬ã¯ãã¡ãŒã«ãäžè¬çã§ãããæ代ãé²ãã«ã€ããŠããã¬ããã©ãžãªã®ã³ããŒã·ã£ã«ãããã«ã¯ã€ã³ã¿ãŒãããäžã®åºåã«ããã®åœ¢æ ã¯çºå±ããŸããããã¯ãããžãŒã®é²æ©ããã®åºå圢åŒã®å€§ããªå€åããããããŸããã
ããžã¿ã«åã®æ³¢ã«ãããããŒã¿ããªãã³ãªã¢ãããŒããå¯èœã«ãªããåºåäž»ã¯ããå ·äœçãã€åå¥åãããã¿ãŒã²ãã£ã³ã°ãè¡ãããšãã§ããããã«ãªããŸããããŸãããœãŒã·ã£ã«ã¡ãã£ã¢ãã©ãããã©ãŒã ãæ€çŽ¢ãšã³ãžã³ã®ç»å Žã«ãããåºåã®å°éç¯å²ãšå¹çæ§ãå€§å¹ ã«åäžããŸããã
çŸä»£ã®ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã¯ãé«åºŠãªã¢ããªãã£ã¯ã¹ããŒã«ã䜿çšããŠãã£ã³ããŒã³ã®å¹æããªã¢ã«ã¿ã€ã ã§æž¬å®ããæé©åããããšãæ±ããããŸãããã®é²åã¯ããŒã±ãã£ã³ã°æŠç¥ã®æè»æ§ãšå¹çæ§ãé«ããããæåçã®é«ããã£ã³ããŒã³å®æœãå¯èœã«ããŠããŸãã
ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®ã¡ãªãã
ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®æ倧ã®ã¡ãªããã®ã²ãšã€ã¯ããã®ææãæ確ã«æž¬å®å¯èœã§ããããšã§ããCPAãROIãªã©ã®ææšã«ãããå ·äœçãªæ°å€ã§å¹æãè©äŸ¡ããããšãã§ããŸããããã«ãããåºåäž»ã¯ãã£ã³ããŒã³ã®ããã©ãŒãã³ã¹ãç解ããæ¹åã®ããã®æŠç¥ãç«ãŠããããªããŸãã
ãŸããé«åºŠã«ã¿ãŒã²ãããçµã蟌ãããšãå¯èœã§ãããããç¡é§ãªåºåæ¯åºãåæžããå¹ççãªããŒã±ãã£ã³ã°æŽ»åãå±éã§ããç¹ã倧ããªå©ç¹ã§ããæ£ãããªãŒãã£ãšã³ã¹ã«é©åãªã¡ãã»ãŒãžãå±ããããšã§ãã³ã³ããŒãžã§ã³çãé«ããããšãã§ããŸãã
ããã«ããã¬ãã·ããªãã£ã®é«ããé åçã§ãããªã¢ã«ã¿ã€ã ã§ã®ããŒã¿åæã«åºã¥ãããã£ã³ããŒã³ã®å 容ãã¿ãŒã²ãã£ã³ã°ãè¿ éã«èª¿æŽããããšãå¯èœã§ãããã®æè»æ§ããåžå Žã®å€åã«è¿ éã«å¯Ÿå¿ããå¹æçãªåºåãã£ã³ããŒã³ãç¶ç¶çã«è¡ãããã®éµãšãªããŸãã
ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®å©çšã·ãŒã³
ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã¯ãç¹å®ã®ååããµãŒãã¹ã®è²©å£²ä¿é²ã«æé©ãªåºå圢åŒã§ããæ°è£œåã®ããŒã³ããã»ãŒã«ã¹ããã¢ãŒã·ã§ã³ãã€ãã³ãã®åç¥ãªã©ãå ·äœçãªè¡åãä¿ãç®çãããå Žåã«æå¹ã§ãã
ãŸãããªãŒãç²åŸãç®çãšããB2BããŒã±ãã£ã³ã°ã«ãåºã䜿çšãããŠããŸããè³æè«æ±ãç¡æãã©ã€ã¢ã«ãžã®ç»é²ä¿é²ãªã©ãããžãã¹é¢é£ã®ãµãŒãã¹ã補åãžã®é¢å¿ãé«ãããã£ã³ããŒã³ã«æŽ»çšããããšãã§ããŸãã
ããã«ããã©ã³ãèªç¥åºŠã®åäžã顧客ãã€ã€ã«ãã£ã®åŒ·åãç®æãå Žåã«ãããã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã¯æå¹ãªæ段ã§ããæ£ç¢ºã«ã¿ãŒã²ãããå®ããé åçãªãªãã¡ãŒãæäŸããããšã§ã顧客ãšã³ã²ãŒãžã¡ã³ããé«ããé·æçãªé¡§å®¢é¢ä¿ãç¯ãããšãå¯èœã«ãªããŸãã
CPAïŒCost Per ActionïŒãšãã®éèŠæ§
CPAã®å®çŸ©ãšèšç®æ¹æ³
CPAããŸãã¯Cost Per Actionã¯ããªã³ã©ã€ã³åºåãã£ã³ããŒã³ã®å¹æã枬å®ããããã®éèŠãªææšã®äžã€ã§ãããã®ææšã¯ãåºåãç¹å®ã®ã¢ã¯ã·ã§ã³ïŒè³Œå ¥ããªãŒãç²åŸãªã©ïŒãèµ·ããããã«ã©ã®çšåºŠè²»çšãããã£ããã瀺ããŸããCPAãèšç®ããã«ã¯ããã£ã³ããŒã³ã®ç·ã³ã¹ããçºçãããã¢ã¯ã·ã§ã³ã®ç·æ°ã§å²ããŸãããã®çµæåŸãããæ°åãCPAã§ãã
äŸãæãããšãåºåãã£ã³ããŒã³ã«1000ãã«ãè²»ããããã®åºåã10åã®è³Œå ¥ããããããå ŽåãCPAã¯100ãã«ãšãªããŸãïŒ1000ã㫠÷ 10 = 100ãã«ïŒããã®ããã«CPAãç解ãèšç®ããããšã¯ããã£ã³ããŒã³ã®è²»çšå¯Ÿå¹æã枬ãäžã§éåžžã«æå¹ã§ãã
CPAãé©åã«ç®¡çããããšã§ãåºåäºç®ã®æé©åãšROIïŒæè³å©ççïŒã®åäžãå¯èœã«ãªããŸãããŸããCPAãæžå°ãããããšã¯ãåãäºç®ã§ããå€ãã®ææãåŸãããšãæå³ããŸãã
CPAãéèŠããçç±
CPAãéèŠããäž»ãªçç±ã¯ãããŒã±ãã£ã³ã°ãã£ã³ããŒã³ã®ææãæ£ç¢ºã«æž¬å®ããããã§ããCPAã¯ãåºåã®å¹çæ§ãšå¹ææ§ã瀺ãçŽæ¥çãªææšãšããŠæ©èœããŸãããã®æ°å€ãäœããã°äœãã»ã©ããã£ã³ããŒã³ã¯é¡§å®¢äžäººã²ãšããç²åŸããã®ã«å°ãªãã³ã¹ããããã£ããšè©äŸ¡ã§ããŸãã
ãŸããCPAã¯ããŒã±ãã£ã³ã°æŠç¥ã®èª¿æŽã«ã圹ç«ã¡ãŸããç°ãªãåºåãã£ã³ãã«ããã£ã³ããŒã³æŠç¥éã§CPAãæ¯èŒããããšã«ãããæãã³ã¹ãå¹çãè¯ãæ¹æ³ãç¹å®ã§ããŸããããã«ãããããŒã±ãã£ã³ã°äºç®ã®åé åãæŠç¥çãªèª¿æŽãå¯èœã«ãªããå šäœçãªããŒã±ãã£ã³ã°ã®å¹çãåäžããŸãã
ããã«ãCPAã¯ããžãã¹ã®åçæ§ã«çŽæ¥é¢é£ããŠããŸããCPAãæé©åããŠäœãä¿ã€ããšã§ãå©çãæ倧åããããžãã¹ã®æé·ãä¿é²ã§ããŸãããã®ãããç¹ã«ROIãéèŠããããžãã¹ã«ãšã£ãŠãCPAã®ç®¡çã¯äžå¯æ¬ ã§ãã
CPAãšä»ã®åºåææšãšã®æ¯èŒ
CPAã®ä»ã«ãããªã³ã©ã€ã³ããŒã±ãã£ã³ã°ã§ã¯å€ãã®éèŠãªææšã䜿çšãããŸããäŸãã°ãCPCïŒCost Per ClickïŒãCPMïŒCost Per Milleããããã¯Cost Per Thousand ImpressionsïŒããããŠCRïŒConversion RateïŒãªã©ã§ãããããã®ææšãšCPAã¯ãããããç°ãªãåŽé¢ã枬å®ããŸãããçµã¿åãããŠäœ¿çšããããšã§ãã£ã³ããŒã³ã®å šäœçãªããã©ãŒãã³ã¹ãããæ·±ãç解ã§ããŸãã
ããšãã°ãCPCã¯ã¯ãªãã¯äžã€ãããã®ã³ã¹ãã瀺ããCPAãšã¯ç°ãªããå®éã®æçŽãã¢ã¯ã·ã§ã³ãŸã§ã¯èæ ®ããŸãããCPMã¯å°è±¡ïŒè¡šç€ºïŒãããã®ã³ã¹ãã瀺ããç¹ã«ãã©ã³ãèªç¥åºŠã®åäžãç®çãšãããã£ã³ããŒã³ã§ãã䜿çšãããŸãã察ããŠCPAã¯ãææïŒã¢ã¯ã·ã§ã³ïŒã«çŽæ¥çµã³ã€ãã³ã¹ãã瀺ããããå¹æçãªROI枬å®ã®ããã®éèŠãªææšãšãªããŸãã
ããã«ãCRïŒConversion RateïŒã¯èšªåè ãç¹å®ã®ã¢ã¯ã·ã§ã³ããšã£ãå²åã瀺ããŸããCPAãšäœµçšããããšã§ããã£ã³ããŒã³ãã©ãã ãå¹æçã«ã¿ãŒã²ãããåããããšãã§ããŠããããããã«çŽ°ããåæããããšãã§ããŸãã
CPAã®æ¥çæšæºå€ãšç®æšèšå®
CPAã¯æ¥çãåžå Žããã£ã³ããŒã³ã®çš®é¡ã«ãã£ãŠå€§ããç°ãªããŸãããã®ãããèªç€Ÿã®CPAãé©åãã©ãããå€æããããã«ã¯ãæ¥çå¹³åå€ããã³ãããŒã¯ãšæ¯èŒããããšãéèŠã§ããäŸãã°ãEã³ããŒã¹ãµã€ãã®CPAã¯äžè¬ã«ããªãŒãç²åŸãç®çãšããB2BäŒæ¥ã®CPAãããäœãåŸåããããŸãã
ç®æšCPAãèšå®ããéã«ã¯ããŸãéå»ã®ããŒã¿ãåæããçŸç¶ã®ããã©ãŒãã³ã¹ãè©äŸ¡ããããšãéèŠã§ãããã®äžã§ãæ¥çã®ãã³ãããŒã¯ãèªç€Ÿã®è²¡åç¶æ³ãèæ ®ããå®çŸå¯èœã§ãããªããææŠçãªç®æšãèšå®ããŸããéææ§ãæã£ãŠç®æšãããŒã å šäœã§å ±æããéæã«åããéå£çãªåªåãä¿é²ããŸãã
ç®æšCPAã®éæã«ã¯ãåºåã®ã¿ãŒã²ãã£ã³ã°ããªãã¡ãŒã®æé©åãã©ã³ãã£ã³ã°ããŒãžã®æ¹åãªã©ãå¹ åºãæœçãå¿ èŠã§ããç¶ç¶çãªãã¹ããšæé©åãè¡ããCPAã段éçã«æ¹åããŠããããšãæåã®éµã§ãã
ãCPAæ¹åã®ããã®æŠç¥çã¢ãããŒãããããŒãã«ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®CPAïŒCost Per ActionïŒãäœæžããæ¹æ³ã«ã€ããŠè§£èª¬ããŸãããã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã¯ãæ¶è²»è ã®è¡åãä¿ãããšã§ROIïŒæè³åççïŒãæ倧åããããšãç®æããŠããŸãããããå®çŸããããã«ã¯ãæŠç¥çãªã¢ãããŒããå¿ èŠäžå¯æ¬ ã§ãã
CPAæ¹åã®ããã®æŠç¥çã¢ãããŒã
ã¿ãŒã²ãããªãŒãã£ãšã³ã¹ã®çµã蟌ã¿
ã¿ãŒã²ãããªãŒãã£ãšã³ã¹ã®ç²Ÿç¢ºãªçµã蟌ã¿ã¯ãCPAæ¹åã®éµãšãªããŸããé©åãªé¡§å®¢å±€ã«çŠç¹ãåœãŠãããšã§ãåºåè²»çšã®ç¡é§é£ããæžãããã³ã³ããŒãžã§ã³çãåäžãããããšãã§ããŸããåžå Žèª¿æ»ãè¡ãã顧客ã®ããŒãºãè¡åãã¿ãŒã³ãæ·±ãç解ããããšã倧åã§ãã
ãã¢ã°ã©ãã£ãã¯ããŒã¿ïŒå¹Žéœ¢ãæ§å¥ãåå ¥ãªã©ïŒãå¿ççèŠå ïŒèå³ã䟡å€èŠ³ïŒãåæããããšã§ãæãåå¿ã®è¯ã顧客局ãç¹å®ããŸãããããŸããæ¢åã®é¡§å®¢ããŒã¿ã掻çšããŠãé¡äŒŒã®ãããã¡ã€ã«ãæã€æœåšé¡§å®¢ãèŠã€ããã®ãäžã€ã®ææ³ã§ãã
ã¿ãŒã²ãããªãŒãã£ãšã³ã¹ãçµã蟌ãããšã§ãã¡ãã»ãŒãžããªãã¡ãŒãã«ã¹ã¿ãã€ãºããããããŒãœãã©ã€ãºãããåºåãé ä¿¡ããããšãå¯èœã«ãªããŸããããã¯ãCPAãå¹æçã«äžããäžã§éåžžã«éèŠã§ãã
åºåã³ããŒãšããžã¥ã¢ã«ã®æé©å
匷åãªåºåã³ããŒãšããžã¥ã¢ã«ã¯ããã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã«ãããŠæåã®æ±ºãæãšãªããŸããã¿ãŒã²ãããªãŒãã£ãšã³ã¹ã®æ³šæãåŒããè¡åãä¿ãããã«ã¯ãé åçãã€èª¬åŸåã®ããã³ã³ãã³ããå¿ èŠã§ãã
ã³ããŒã§ã¯ãæ確ãã€ç°¡æœãªèšèé£ãã§é¡§å®¢ã®é¢å¿ãæ©ã¿ã«çŽæ¥èšŽããããããšãéèŠã§ãããŸããããžã¥ã¢ã«ã¯ãååããµãŒãã¹ã®é åãçŽæçã«äŒããããã«ãé«å質ã§é¢é£æ§ã®ããç»åãéžæããŸãããã
A/Bãã¹ãã掻çšããŠç°ãªãã³ããŒãšããžã¥ã¢ã«ãè©Šããã©ã®èŠçŽ ãæãé«ãããã©ãŒãã³ã¹ãçºæ®ããããèŠæ¥µããããšãéèŠã§ããããã«ãããåºåã®ã¯ãªãã¯çïŒCTRïŒãšã³ã³ããŒãžã§ã³çãæ¹åãããçµæãšããŠCPAã®äœæžã«ã€ãªãããŸãã
ã©ã³ãã£ã³ã°ããŒãžã®æ¹å
ã©ã³ãã£ã³ã°ããŒãžã¯ãåºåããæµå ¥ãããŠãŒã¶ãŒãæçµçãªã¢ã¯ã·ã§ã³ã«å°ãããã®éèŠãªåœ¹å²ãæ ããŸããåªããã©ã³ãã£ã³ã°ããŒãžã¯ã蚪åè ã®èå³ãç¶æããä¿¡é Œãç¯ããã¢ã¯ã·ã§ã³ãŸã§ã¹ã ãŒãºã«å°ããã®ã§ãªããã°ãªããŸããã
ã©ã³ãã£ã³ã°ããŒãžã®ãã¶ã€ã³ã¯ãæž æœæãããããã²ãŒã·ã§ã³ã容æã§ããããšãéèŠã§ãããŸãããããã©ã€ã³ãã³ã³ãã³ãã¯ãç¹å®ã®é¡§å®¢ã«å¯ŸããŠæé©åãããã¢ã¯ã·ã§ã³ãä¿ããããªèšŽæ±åãå¿ èŠã§ãã顧客ã®çåãæžå¿µã«å¯ŸããŠã¯ãªã¢ãªåçãæäŸããååããµãŒãã¹ã®å©ç¹ã匷調ããŸãããã
ããã«ããã©ãŒã ã®æé©åã«ããããªã¯ã·ã§ã³ã®åæžã匷åãªCTAïŒCall To ActionïŒã®é 眮ãªã©ã现éšã«ããã泚æãå¿ èŠã§ããå®éã«ã©ã³ãã£ã³ã°ããŒãžã®æ¹åã«åãçµãããšã§ã蚪åè ã®æ»åšæéã延ã°ããã³ã³ããŒãžã§ã³çãåäžãããããšãå¯èœã«ãªããŸãã
A/Bãã¹ãã®å®æœ
A/Bãã¹ãã¯ãç°ãªãã¢ãããŒããæ¯èŒåæããæãå¹æçãªææ³ãèŠæ¥µããããã«äžå¯æ¬ ã§ããããã«ãããåºåã³ããŒãããžã¥ã¢ã«ãã©ã³ãã£ã³ã°ããŒãžãªã©ã®èŠçŽ ãæé©åããCPAãå¹æçã«äœæžããããšãå¯èœã«ãªããŸãã
A/Bãã¹ãã§ã¯ãå°ããªå€æŽããå§ããããšãéèŠã§ããããšãã°ãCTAãã¿ã³ã®è²ãèšèé£ããç»åã®çš®é¡ãªã©ãäžã€ã®èŠçŽ ãå€æŽãããããã³ã³ããŒãžã§ã³çã«ã©ã®ãããªåœ±é¿ãäžãããã枬å®ããŸããããè€æ°ã®ããªãšãŒã·ã§ã³ãåæã«ãã¹ãããŠãæ§ããŸããããçµæã®è§£éãæ£ç¢ºã«è¡ãããã«ã¯ãäžåºŠã«ãã¹ãããèŠçŽ ã¯äžã€ãŸãã¯ããå°æ°ã«éå®ããããšãæãŸããã§ãã
ç¶ç¶çãªA/Bãã¹ããè¡ãããšã§ãããŒã¿ã«åºã¥ããææ決å®ãå¯èœã«ãªããåºåã®ããã©ãŒãã³ã¹åäžã«çŽæ¥ã€ãªãããŸããããã¯ãCPAæ¹åã®ã¿ãªãããå šäœçãªããŒã±ãã£ã³ã°æŠç¥ã«ãããŠã極ããŠæå¹ãªææ³ã§ãã
CPAãäžããããã®å ·äœçãªææ³
ãªã¿ãŒã²ãã£ã³ã°åºåã®æŽ»çš
ãªã¿ãŒã²ãã£ã³ã°åºåã¯ããµã€ãã蚪ãããè³Œå ¥ãç»é²ãããŠããªããŠãŒã¶ãŒãå床ã¿ãŒã²ããã«ããããŒã±ãã£ã³ã°ææ³ã§ãããã®ææ³ã掻çšããããšã§ãæ¢ã«èå³ã瀺ããŠãããŠãŒã¶ãŒã«çŠç¹ãåœãŠããããåºåã®å¹æãé«ãCPAãäžããããšãå¯èœã§ãã
å¹æçãªãªã¿ãŒã²ãã£ã³ã°åºåãå®æœããããã«ã¯ããŠãŒã¶ãŒã®è¡åå±¥æŽãèå³é¢å¿ã«åºã¥ã现ååãããã¿ãŒã²ãã£ã³ã°ãéèŠã§ããäŸãã°ãç¹å®ã®ååããŒãžãèŠããè³Œå ¥ã«è³ããªãã£ããŠãŒã¶ãŒã«å¯ŸããŠããã®ååã«é¢é£ããåºåã衚瀺ãããªã©ãæããããŸãã
ãŸããåºåã®é »åºŠãæéãèæ ®ããå¿ èŠããããŸãããŠãŒã¶ãŒã«äžå¿«æãäžããããã€èšæ¶ã«æ®ããããªé©åãªãã©ã³ã¹ã§åºåãé ä¿¡ããããšãéèŠã§ãã
ããŒã¯ãŒãæŠç¥ã®èŠçŽã
ããŒã¯ãŒãæŠç¥ã¯ãPPCåºåãSEOã«ãããŠæ¥µããŠéèŠã§ããé©åãªããŒã¯ãŒããéžæããããã«åºã¥ããŠåºåãå±éããããšã«ãããé¢é£æ§ã®é«ããŠãŒã¶ãŒã«ãªãŒãããããšãã§ããçµæãšããŠCPAãæå¶ã§ããŸãã
ããŒã¯ãŒãã®èŠçŽãã«ã¯ãçŸåšäœ¿çšããŠããããŒã¯ãŒãã®ããã©ãŒãã³ã¹åæãå«ãŸããŸããã©ã®ããŒã¯ãŒããé«ãã³ã³ããŒãžã§ã³ããããããŠããã®ãããŸãã¯CPAãé«ããŸãŸã®ããŒã¯ãŒãã¯äœããç¹å®ããããšã倧åã§ãã
ããã«ããã³ã°ããŒã«ããŒã¯ãŒãïŒç¹å®ã®ãããã¯ã質åãªã©ãããå ·äœçãªããŒã¯ãŒãïŒã®æŽ»çšãæå¹ã§ããäžè¬çãªããŒã¯ãŒãã«æ¯ã¹ãŠç«¶äºãå°ãªããç¹å®ã®ããŒãºãæã€ãŠãŒã¶ãŒãæããããããšãããå¹ççãªCPAåæžã«ã€ãªãããŸãã
ããã€ã¹ããã©ãããã©ãŒã å¥ã®æé©å
ãŠãŒã¶ãŒã䜿çšããããã€ã¹ããã©ãããã©ãŒã ã«ãã£ãŠãåºåã®åå¿ã¯å€§ããç°ãªããŸããããã€ã¹ïŒã¹ããŒããã©ã³ãã¿ãã¬ããããã¹ã¯ãããçïŒããã©ãããã©ãŒã ïŒGoogleãFacebookãªã©ïŒããšã«åºåãã£ã³ããŒã³ãæé©åããããšããCPAãæžå°ãããéµãšãªããŸãã
ããšãã°ãã¹ããŒããã©ã³ãŠãŒã¶ãŒã«ã¯ã¢ãã€ã«ãã¬ã³ããªãŒãªåºåãå±éãããã¹ã¯ããããŠãŒã¶ãŒã«ã¯ãã詳现ãªæ å ±ãæäŸããåºåãèšå®ãããªã©ããŠãŒã¶ãŒã®ããã€ã¹ç¹æ§ã«å¿ããã¢ãããŒããåãããšãéèŠã§ãã
ãŸãããã©ãããã©ãŒã å¥ã®ãã¬ã³ããèŠå¶ãèæ ®ããå¿ èŠããããŸããäŸãã°ãFacebookã§ã¯ãŠãŒã¶ãŒãšã³ã²ãŒãžã¡ã³ããéèŠããåºåã奜ãŸããåŸåã«ããããããããèžãŸããåºåå¶äœãæ±ããããŸãã
ã³ã³ããŒãžã§ã³çã®æ¹å
ã³ã³ããŒãžã§ã³çãæ¹åããããšã¯ãCPAãå¹æçã«äžããããã«çŽæ¥çã«åœ±é¿ããŸããé«ãã³ã³ããŒãžã§ã³çã¯ãåãåºåè²»ã§ããå€ãã®ææãåŸãããšãæå³ããŸãã
ã©ã³ãã£ã³ã°ããŒãžã®æé©åã¯ãã³ã³ããŒãžã§ã³çã®åäžã«äžå¯æ¬ ã§ãããŠãŒã¶ãŒãæ±ããŠããæ å ±ãç°¡æœã«ããããŠé åçã«æäŸããããšãéèŠã§ãããããŒãžã®ããŒãã£ã³ã°æéã®ççž®ããã©ãŒã å ¥åã®ç°¡ç¥åãªã©ããŠãŒã¶ãŒãšã¯ã¹ããªãšã³ã¹ã®åäžã«ã泚åããå¿ èŠããããŸãã
ãŸããA/Bãã¹ããéããŠãåºåã³ããŒãç»åãCTAïŒCall To ActionïŒã®ããªãšãŒã·ã§ã³ãè©Šããæãé«ãã³ã³ããŒãžã§ã³çãåŸãããçµã¿åãããèŠã€ãåºãããšãéèŠã§ããã·ã¹ãããã£ãã¯ã«æ¹åç¹ãèŠã€ãåºããç¶ç¶çã«ã³ã³ããŒãžã§ã³çãé«ããããšããCPAåæžãžãšç¹ãããŸãã
ããŒã¿åæã«ããCPA管çãšæé©å
ããŒã¿åæã掻çšããCPAïŒCost Per AcquisitionïŒç®¡çãšæé©åã¯ããã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®å¹æãæ倧åããããã®åŒ·åãªææ³ã§ããæ£ç¢ºãªããŒã¿ã«åºã¥ããåºåæŠç¥ã埮調æŽããããšã§ãæè³å¯Ÿå¹æïŒROIïŒã®åäžãç®æããŸãããã®ããã»ã¹ã¯ãè€æ°ã®ã¹ãããã«åãããŠãããå§ãã«æ£ç¢ºãªãã©ããã³ã°ã®ã»ããã¢ããããå§ãŸããŸãã
CPAãã©ããã³ã°ã®ã»ããã¢ãã
å¹ççãªããŒã¿åæã«ã¯ãæ£ç¢ºãªCPAãã©ããã³ã°ã®ã»ããã¢ãããäžå¯æ¬ ã§ããããã«ã¯ãã³ã³ããŒãžã§ã³ã®å®çŸ©ããã©ããã³ã°ã³ãŒãã®å®è£ ãããã³ç®æšCPAã®èšå®ãå«ãŸããŸãããã®åæ段éã§ã®ç²ŸåºŠããå šäœã®CPA管çæŠç¥ã®æåãå·Šå³ããŸãã
ååºåãã£ã³ããŒã³ãšã©ã³ãã£ã³ã°ããŒãžã«ç¹å®ã®ãã©ããã³ã°ã³ãŒããé 眮ããããšã§ãã©ã®åºåãææãçãã§ããããæ£ç¢ºã«ææ¡ã§ããŸãããŸããã³ã³ããŒãžã§ã³ã«è³ã顧客ã®æ ïŒã«ã¹ã¿ããŒãžã£ãŒããŒïŒãæããã«ãªããããããŒãœãã©ã€ãºãããåºåæŠç¥ã®ç«æ¡ãå¯èœã«ãªããŸãã
ç®æšCPAãèšå®ããéã«ã¯ãéå»ã®ããŒã¿ãæ¥çã®ãã³ãããŒã¯ãåèã«ããªãããå®çŸå¯èœãã€ææŠçãªç®æšãèšããããšãéèŠã§ãããã®ç®æšãåºã«ãåºåé ä¿¡ã®èª¿æŽãäºç®ã®é åãè¡ãããšã§ãCPAã®æé©åãå³ãããšãã§ããŸãã
ããŒã¿åæããŒã«ã®æŽ»çš
CPAã®ç®¡çãšæé©åã«ã¯ãããŒã¿åæããŒã«ã®æŽ»çšãäžå¯æ¬ ã§ããGoogle AnalyticsãFacebook Insightsãªã©ã®ããŒã«ã¯ãåºåãã£ã³ããŒã³ã®ããã©ãŒãã³ã¹ã詳现ã«åæããæçãªã€ã³ãµã€ããæäŸããŸãããããã®ããŒã«ã掻çšããããšã§ãåºåã®æ¹åãã€ã³ããç¹å®ãããããªããŸãã
ç¹å®ã®åºåãã£ã³ããŒã³ãå±æ§ã«å¯ŸãããŠãŒã¶ãŒã®åå¿ãåæããCPAã«ã©ã®ããã«åœ±é¿ããŠããããæ·±ãç解ããããšãå¯èœã§ãããã®éçšã§ãé«ãã³ã³ããŒãžã§ã³çãããããèŠå ãšãªãåºåã³ããŒããã¶ã€ã³ãã¿ãŒã²ãã£ã³ã°æŠç¥ãç¹å®ã§ããŸãã
ãŸããããŒã¿åæããŒã«ãçšããŠA/Bãã¹ããå®æœããããšãæå¹ã§ããç°ãªãåºåçŽ æãã©ã³ãã£ã³ã°ããŒãžããã¹ãããã©ã¡ããããé«ãCPAå¹çãããããããæ€èšŒããŸãããã®æ¹æ³ã«ãããç¶ç¶çãªæ¹åãšCPAã®æé©åãå®çŸå¯èœã«ãªããŸãã
åºåææã®ã¬ããŒãã£ã³ã°ãšåæ
å®æçãªåºåææã®ã¬ããŒãã£ã³ã°ãšåæã¯ãCPA管çæŠç¥ã®æ žå¿éšåããªããŸããã¬ããŒãã«ã¯ããã£ã³ããŒã³ã®ããã©ãŒãã³ã¹ãã³ã³ããŒãžã§ã³æ°ãCPAãªã©ã®éèŠãªææšãå«ãŸããŠããå¿ èŠããããŸãããããã®ããŒã¿ãåºã«ãåºåæŠç¥ã®æå床åããè©äŸ¡ããå¿ èŠãªèª¿æŽãè¡ããŸãã
競åä»ç€Ÿãšã®ããã©ãŒãã³ã¹æ¯èŒããæéãè·šãã§ã®ãã¬ã³ãåæãéèŠã§ããããã«ãããåžå Žã§ã®èªç€Ÿã®äœçœ®ã¥ãããç¹å®ã®ææã«ãããåºåã®åé¿ãææ¡ããããšãã§ããŸãã
ãŸããã¬ããŒãã£ã³ã°ãšåæéçšã§ã¯ãæåããåºåãã£ã³ããŒã³ãæŠç¥ã ãã§ãªãã倱æããäŸã«ã€ããŠã詳现ã«æ€èšããããšãéèŠã§ãã倱æããåŠã¶ããšã§ãå°æ¥çãªCPAã®ãããªãæ¹åã«ã€ãªãããŸãã
ç¶ç¶çãªæ¹åãµã€ã¯ã«ã®å®è·µ
CPAã®æé©åã¯ãäžåºŠããã®äœæ¥ã§ã¯ãããŸãããããŒã¿åæã«åºã¥ãç¶ç¶çãªæ¹åãµã€ã¯ã«ã¯ãåºåææãæ倧åããCPAãç¶ç¶çã«äžããããã«æ¬ ãããŸããããã®ãµã€ã¯ã«ã¯ãèšç»ãå®è¡ãè©äŸ¡ãæ¹åã®4ã€ã®ã¹ãããããæãç«ã£ãŠããŸãã
åžå Žã顧客ã®ããŒãºãå€åããäžã§ãåºåæŠç¥ãæè»ã«å¯Ÿå¿ããå¿ èŠããããŸãããã©ããã³ã°ããŒã¿ãšåæçµæãåºã«ãæ°ããã¢ãããŒããè©Šããå¹æã®ãªãæŠç¥ã¯è»éä¿®æ£ããããšã倧åã§ãã
æçµçã«ãCPAã®ç®¡çãšæé©åã¯ãè©Šè¡é¯èª€ã®ããã»ã¹ã§ããããŒã¿ã掻çšããç¶ç¶çãªåŠç¿ãšæ¹åãè¡ãããšã§ããã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®ããã©ãŒãã³ã¹ãé£èºçã«åäžãããããšãã§ããŸããå¹æçãªCPA管çæŠç¥ã¯ãäŒæ¥ã®æé·ãšæåã®éµãšãªãã§ãããã
å°æ¥çãªãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®å±æ
æè¡é©æ°ãšãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºå
æè¡é©æ°ã¯ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåæ¥çã«ãããŠéèŠãªèŠçŽ ãšãªã£ãŠããŸããããæ°å¹Žã§ãã€ã³ã¿ãŒããããšããžã¿ã«ã¡ãã£ã¢ã®æ®åãé²ã¿ãåºåäž»ã¯æ¶è²»è ã«ãã€ã¬ã¯ãã«ã¢ãããŒãã§ããæ°ããææ³ãéæããŠããŸããã
ç¹ã«ãã¹ããŒããã©ã³ãã¿ãã¬ãããªã©ã®ã¢ãã€ã«ããã€ã¹ãåºããããšã§ã人ã ã®ã€ã³ã¿ãŒãããã®å©çšç¿æ £ãå€åããŸãããããã«ãããåºåäž»ã¯æ¶è²»è ãšã®æ¥è§Šæ©äŒãããå€ãåŸãããããã«ãªããå¹æçãªãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®å±éãå¯èœãšãªã£ãŠããŸãã
ããã«ãé«åºŠãªã¿ãŒã²ãã£ã³ã°æè¡ã®é²åã¯ãåºåã®ããŒãœãã©ã€ãŒãŒã·ã§ã³ãå¯èœã«ããæ¶è²»è äžäººã²ãšãã®èå³ãããŒãºã«åãããã¡ãã»ãŒãžãéãããšãã§ããããã«ãªããŸãããããã«ãããåºåã®åãå ¥ã床ãé«ãŸããCPAã®æ¹åã«ã€ãªãã£ãŠããŸãã
AIãšæ©æ¢°åŠç¿ã®æŽ»çš
AIãšæ©æ¢°åŠç¿ã¯ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®äžçã«é©åœããããããŠããŸããåºåã®èšèšããé ä¿¡ãå¹æåæãŸã§ããã¹ãŠã®æ®µéã§AIæè¡ã掻çšããããšãã§ããŸãã
äŸãã°ãAIãå©çšããŠæ¶è²»è ã®è¡åãã¿ãŒã³ã奜ã¿ãåŠç¿ããæãé¢å¿ãæã¡ãããªååããµãŒãã¹ãèªåçã«æšèŠããã·ã¹ãã ãéçºããããšãã§ããŸããããã¯ãåºå察象è ã®ãšã³ã²ãŒãžã¡ã³ããé«ããæçµçã«ã¯CPAã®æ¹åã«å¯äžããŸãã
ãŸããæ©æ¢°åŠç¿ã¯åºåå¹æã®åæã«ãå¿çšãããŠãããéå»ã®ããŒã¿ããæé©ãªåºåé ä¿¡æé垯ããã©ãŒããããå°ãåºãããšãå¯èœã§ãããããã®æè¡ã掻çšããããšã§ãåºåäž»ã¯ãã粟å¯ãªã¿ãŒã²ãã£ã³ã°ãšé ä¿¡æŠç¥ãç«ãŠãããšãã§ããããã«ãªããŸãã
ãã©ã€ãã·ãŒä¿è·ãšCPAæ¹åã®ãã©ã³ã¹
æ¶è²»è ã®ãã©ã€ãã·ãŒä¿è·ã¯ä»åŸã®ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã«ããã倧ããªèª²é¡ã®äžã€ã§ãããã©ã€ãã·ãŒèŠå¶ã匷åãããäžã§ãåºåäž»ã¯æ¶è²»è ã®ä¿¡é Œãç¶æãã€ã€ãå¹æçãªåºåæŠç¥ãå±éããå¿ èŠããããŸãã
äžæ¹ã§ãCPAã®æ¹åãšããç®çãéæããã«ã¯ãåºåã®ããŒãœãã©ã€ãŒãŒã·ã§ã³ãæ¬ ãããŸããããã®ãžã¬ã³ãã解決ããããã«ã¯ããã©ã€ãã·ãŒã«é æ ®ããããŒã¿åéãšæŽ»çšæ¹æ³ãæ±ããããŸãã
äŸãã°ãæ¶è²»è ãèªç±ã«ãã©ã€ãã·ãŒèšå®ã管çã§ãããããªã·ã¹ãã ãå°å ¥ããéææ§ã®é«ãããŒã¿å©çšããªã·ãŒãå®æœããããšããäž¡è ã®ãã©ã³ã¹ãåãäžã§ã®ããŒãšãªããŸããããã«ãããæ¶è²»è ã®ä¿¡é ŒãåŸã€ã€ãå¹æçãªåºåãã£ã³ããŒã³ãå±éããããšãå¯èœã«ãªããŸãã
ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®æªæ¥å
ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®æªæ¥åã¯ãé«ãã¬ãã«ã®ããŒãœãã©ã€ãŒãŒã·ã§ã³ãšå¹çæ§ãç¹åŸŽã§ããæ¶è²»è ã®ããŒãºã«å³åº§ã«å¿ããããšãã§ããæè»æ§ãšãæéãè³æºã®ç¡é§ã極éãŸã§æžããå¹çæ§ãå ŒãåããŠããŸãã
AIãšæ©æ¢°åŠç¿ã®é²åã«ãããäºæž¬ç²ŸåºŠã®é«ãåºåé ä¿¡ãå¯èœã«ãªãããã®çµæãCPAã®å€§å¹ ãªæ¹åãæåŸ ã§ããŸãããŸãããã©ã€ãã·ãŒãå°éãã€ã€å¹æçãªåºåãå®çŸããæè¡ãé²åããŠããã§ãããã
ãã®ãããªæè¡çé²æ©ãšæ¶è²»è ã®æèã®å€åã¯ãåºåæ¥çã«ãããŠããè¯ããµãŒãã¹ãæäŸããããã®æšé²åãšãªããŸãããã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®æªæ¥ã¯ããã¯ãããžãŒãšäººéæ§ãèåãã圢ã§é²åããŠããããšã§ãããã
ãŸãšã
ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã¯ãå³æåå¿ãä¿ãããŒã±ãã£ã³ã°æŠç¥ã§ãããCPAïŒCost Per ActionïŒã¯ãã®å¹æ枬å®ã®éµã§ãããã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®æåã¯ãã¿ãŒã²ãããªãŒãã£ãšã³ã¹ã®ç¹å®ãã³ããŒãšããžã¥ã¢ã«ã®èª¿æŽãã©ã³ãã£ã³ã°ããŒãžã®æé©åããããŠA/Bãã¹ãã«ããæãéããããŸããCPAãäžããããã«ã¯ããªã¿ãŒã²ãã£ã³ã°ãããŒã¯ãŒãæŠç¥ã®èŠçŽããããã€ã¹å¥æé©åãã³ã³ããŒãžã§ã³çã®åäžãå¹æçã§ããããã«ãããŒã¿åæã¯CPAã®ç®¡çãšæé©åã«äžå¯æ¬ ã§ãç¶ç¶çãªæ¹åãä¿ããŸããæè¡é©æ°ãAIã®æŽ»çšãèŠæ®ããªããããã©ã€ãã·ãŒä¿è·ãšã®ãã©ã³ã¹ãéèŠãªèª²é¡ã§ãããã®æŠèŠãããžãã¹ããŒãœã³ã«ãã€ã¬ã¯ãã¬ã¹ãã³ã¹åºåã®CPAæ¹åçãèžãŸããå®è·µçãªç¥èæäŸãç®æããŸãã