Differences in reported cpc prices
You’ve entered a maximum cost per click (cpc) price for a certain advertisement on a job or a bundle of jobs (campaigns). When looking at reporting you might see a difference in what you’ve entered as a maximum cpc and what is being reported.
It’s good to know that when entering a maximum cpc price this is sent as one of the advertisement variables to the media channel(s). When reporting the results, this is not a simple one-on-one report. So, e.g., 10 clicks of € 0,35 might not have an effective cost per click (eCPC) of € 0,35 with a total spend of € 3,50.
There are multiple reasons why this happens. The goal is to give you a view on actual spend so that you, or our smart algorithms, can compare apples with apples and make the right optimization decisions.
Reasons why this happens;
- Multiple cpc bids during a certain amount of time
During the campaign (duration) you (our the system) changed the cpc bid. When selecting a longer period of time in reports you’ll see an average cpc. Make the selected period of time smaller to get a more accurate report on the cpc.
- Different pricing strategies per media channel
JobBoostio has connected many different media channels to create a maximum reach for your job ads. Not all channels are equal or are, like Google Ads, one big network that works the same over all websites. In general there are 3 different cpc options we work with:
- Fixed cpc → E.g. there is a fixed cpc price of € 0,35 for a certain channel. If your bid is smaller than that it will not advertise on this channel. If it’s the same or higher it will advertise on this channel. So if you would bid e.g. € 0,50 you will pay only € 0,35 for a click from this channel.
- Cpc buckets → With some media channels we work with “buckets” as we like to call it. Usually there are a few buckets that have a cpc range. E.g. bucket one is € 0,20 to € 0,30, bucket two is € 0,30 to € 0,40, etc.. This means that if you would bid € 0,26 you’ll only pay € 0,20 because your bid is in bucket one.
- Auction cpc → Most modern media channels work with a flexible cpc pricing model that goes into their action system. The highest bidder gets the most attention in their platform and thus more traffic coming your way. See Flexible cpc pricing below.
- Flexible cpc pricing
Some media channels have different ways how their auction system works. E.g. with some systems the highest bid wins and you pay what you’ve bid. So if you’ve bid € 0,80 and the second best bid was € 0,55, you have won and will pay € 0,80. Other systems are in my opinion more fair and in the same situation you would have the winning bid but you will not pay your maximum bid of € 0,80 but e.g. € 0,56. One cent higher than the second best bid.
- Non-validated clicks vs invoiced spend
The JobBoostio system validates every click coming through the system. Every click gets a quality score. If a click does not get the minimum JobBoostio score, we will not show you this in reporting. So the clicks you see in reports are the validated clicks.But in the end you pay for what the media channel invoices you for the traffic they have brought you. E.g. your cpc bid is € 0,20 and the media channel invoices you (through the JobBoost.io broker) € 100 for 500 clicks, but the validated clicks reported by JobBoost.io are not 500 but 450, your eCPC will be € 100,- / 450 = € 0,22.
- Measurements differences
Different systems measure differently. A click for one system might nog be counted as a click with another system. You can see this e.g. when you compare reports from JobBoost.io with Google Analytics. We know how we measure with our system, but we don’t know (and I think only some engineers at Google know this) how Google Analytics measures exactly. This creates a difference in clicks.
So keep in mind that what is reported in JobBoostio is the calculated eCPC based on the total amount invoiced divided by the validated JobBoostio clicks measured.