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Wat is CPA?

CPA

CPA is de afkorting van Cost-Per-Acquisition of Cost-Per-Action. Het is een manier om de kost voor online adverteren te bepalen. Je baseert je hiervoor op elke actie die een gebruiker uitvoert op jouw website wanneer hij daar terechtkwam door je advertentie. Eenvoudige voorbeelden van die acties zijn het bestellen van een product of het inschrijven voor een nieuwsbrief.

Je betaalt een vast bedrag telkens wanneer je gebruiker die actie uitvoert. Wordt die actie niet uitgevoerd? Dan betaal je niets. Het uitvoeren van die actie noemen we een conversie. Je ‘converteert’ of overtuigt namelijk je gebruiker om iets te doen op jouw website, post op sociale media of advertentie.

Waarde van CPA

Hoe bepaal je nu de waarde van zo’n actie? Daar hebben een heleboel factoren een invloed op. Vooral het behaalde resultaat is erg belangrijk. We nemen terug het voorbeeld van een product kopen. De waarde van de verkoop kan je natuurlijk eenvoudig berekenen gebaseerd op de winstmarge. Maar ook andere acties kunnen een grote waarde hebben voor je bedrijf. Je bepaalt de waarde van elke actie aan de hand van verschillende criteria die voor jou belangrijk zijn. En vaak zal het resultaat pas op lange termijn te zien zijn.

CPA op lange termijn

De waarde van CPA is lang niet altijd direct af te leiden. Veel acties zullen pas op langere termijn resultaat opleveren. Denk bijvoorbeeld terug aan het inschrijven voor een nieuwsbrief. Op het eerste zicht lijkt die actie weinig waarde te bieden voor je bedrijf. Je verdient er immers niets mee.

Niets is echter minder waar. Omdat je gebruiker nu maandelijks je nieuwsbrief in zijn mailbox krijgt leert hij je bedrijf en producten beter kennen, bouw je misschien een vertrouwensband op en leidt dat uiteindelijk tot een verkoop. Pas wanneer je elke actie ziet binnen het grotere plaatje kan je hun waarde gaan bepalen.

Verschil CPA en CPC

Verwar CPA vooral niet met CPC. De twee zijn erg verschillend. Bij CPC, oftewel Cost-Per-Click betaal je voor elke klik op je advertentie die naar je website leidt. Dit is vooral handig als je als doel hebt zoveel mogelijk websitebezoeken te genereren.

Wil je vooral dat je gebruikers een actie uitvoeren op je website? Dan kies je best voor CPA en betaal je enkel maar als je advertentie ook daadwerkelijk leidt tot een specifieke actie. Het verschil zit hem dus vooral in de manier hoe de waarde van elke handeling bepaald wordt.

Ontdek meer SEO-termen!

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Andere interessante onderwerpen

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Speel de SEO quiz

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Mis niets over online marketing!

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Vraag hier je gratis SEO-analyse aan!

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Schrijf je in op onze nieuwsbrief!

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