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We get this question fairly often, “What is the difference between CPA and CPC?” or “Which is Better, CPA or CPC?”. There really isn’t a good answer to which is better because they are different and would be better in specific situations.

But sharing with you the difference between CPA and CPC is much easier and helpful for those in search of answers. In this article we’ll go deep into the CPC vs CPA question.

So however you think about it…

CPA vs CPC

CPC vs CPA

PPC vs CPA

 

We’ve got a breakdown on this below which should be very helpful.

 

What is CPA (Cost Per Action)?

CPA stands for Cost Per Action.

Some will argue that CPC stands for Cost Per Acquisition and others consider it to be Cost Per Conversion. But if we’re being technical, an acquisition and a conversion are both actions so we like to stick with CPA meaning Cost Per Action.

 

In the earlier days of digital advertising there were times when platforms wouldn’t charge you unless a specific action was taken that you defined or chose from in the system. But as the ad platforms advanced the CPA model became more broad in what actions taken counted towards the payout.

Each platform has its own unique set of actions that are tracked and paid for such as Facebook, Google Ads and LinkedIn Ads. Some of the actions are clicks, shares, comments, and on page conversions.

 

The great thing about the CPA model is that you can set a CPA goal for the platform to optimize against. For example I could set a target CPA of $35 and the ad platform will serve specific prospects under the best circumstances to generate that $35 or lower CPA. The details on how these ad platforms do that is complex and not 100% known as to how they do their optimization.

 

Google for example will require you to have a certain number of conversions before you can take full advantage of the CPA model.

 

What is CPC (Cost per Click)?

CPC stands for Cost Per Click in the world of advertising. 

Many people think of CPC in relation to Google Ads (formerly Google AdWords) as they were the platform that really brought this ad payment model to popularity.

The Cost Per Click Model (CPC) was created so that advertisers only get billed when a prospect clicks on your ad. This was looked at very favorably in the advertising community because it ensured that a prospect saw the ad, read it and that they felt it was relevant enough to click on to then learn more.

 

In many instances marketers sometimes refer to the CPC model as PPC or Pay-per-Click. The unfortunate truth is that there are so many acronyms in the digital marketing space that you’ll find a lot of overlap and conflicting opinions or beliefs as to what some things mean. But hey that comes with the territory in every industry, am I right!

 

CPC or PPC is essentially the opposite of the CPM model or Cost Per Thousand (the M stands for 1,000 based on the Roman Numeral M). Using that model an advertiser would pay a specific amount of money for every 1,000 impressions. This came from older advertising mediums such as newspapers, radio, billboards and television when the estimated circulation, listenership, car traffic and viewership were estimated and advertisers would pay based on those “impressions”.

 

One of the most significant benefits to CPC advertising is being able to predict traffic. By paying for the click you can allocate a budget that will generate an expected number of visitors to your website. Digital marketers love this predictability for planning and forecasting.

 

Something very unique to CPC bids in the Google Ads keyword triggered ads environment is that the more competitive a term is the more that click will cost you in most cases. This dynamic pricing is controlled by a number of factors that we won’t go into fully here, but it may be worth your time to look into it even more.

 

Most major ad platforms give you an option to utilize a cost per click model including Google Ads, LinkedIn Ads, Facebook Ads and more.

 

So What is the Difference Between CPC and CPA?

While we’ve explained the details about CPC or Cost Per Click and CPA or Cost Per Action / Cost Per Acquisition we can now simplify this into an easy to understand difference between CPA and CPC.

CPC is paying for the click

CPA is paying for the action

 

It really is that simple. We don’t want to be too underwhelming with this, but the main difference between CPC and CPA is paying for the click vs paying for the action / acquisition.

 

In reality there are quite a few nuances to these bidding models and other elements that will affect the cost and the conversion potential. But those differences are much more in-depth and require a much more intensive training and explanation which you can find a lot of online for free.

 

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    If you’re like most marketers it feels like you don’t have time to get anything done. The same holds true for writing blog posts. You never have time to sit down, research, write, iterate and finalize a perfectly crafted post. So what do most marketers do? They end up not writing any blog post at all.

    This is the worst case scenario!

    Having at least some content with some degree of value is better than nothing. Not everyone likes hearing that, but as it relates to value for prospects, customers, investors or partners a little can go a long way. The problem is ourselves. We believe that if a piece of content doesn’t have “Everything” we believe that it should then what’s the point. The point is that all content is valuable.

    So how can you actually write a blog post in 15 minutes?

    This blog post is the perfect example. I actually sat down without a plan for any specific topic and said to myself “I’ll just research ideas and then write a post later”, but I actually needed to get a new post published and then thought “No, I will do this now and do it in 15 minutes.” Which sparked the idea to simply write the post on how to write a blog in 15 minutes.

    The only way to actually pull this off is to write on something you know a lot about. This is typically something that you do every day, a primary responsibility, something you’ve evolved in over time. The reason this is important is that it allows you to quickly write down all of the things you already know (but others don’t and is why this is so valuable).

    Examples of 15 minute blog post topics

    • How to negotiate a lower price on design work
    • 3 tips on getting your team hyped during a meeting
    • What is the difference between Class A and Class B multifamily real estate

     

    If you can put topics like that into 500 words or less, you will easily pull of a 15 minute blog post.

    You’ll have to not worry about perfect grammar, spelling or formatting because you can always come back to that later.

    And you have to just let yourself go and “let it flow”, don’t overthink or complicate the idea. Write down exactly what you are thinking about and Viola! you’ll have your next post.

     

    Now we don’t advocate doing this for every post you write, but in a pinch, this works wonders.

     

    If You Are Looking to Get More Traffic, Leads or Have Questions, Call Us at 866-357-7422

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      As a Partner, Managing Director or Marketing Leader within a commercial real estate investment firm or CRE fund you may have asked yourself if blogs are something you should write and publish as a part of your overall marketing strategy. This is a great question and you may have come here to this article in search of that answer or you may know that you want to write blogs for your firm and simply looking for blog topic ideas, but either way we’ll break down the why and the how to move you in the right direction.

       

      So what are good commercial real estate blog topics?

      And should you write blogs for your CRE firm or fund?

       

      Does Blogging Help Commercial Real Estate Firms?

      We’ll start by defining what a “blog” actually is as it relates to your firm.

      In general a blog is just a short article that you will share with your audience, but there are specific goals that this blog may need to achieve.

       

      The Goal of a Blog Post

      Is your blog being created similar to a press release and it will be used solely to direct existing investors, partners or prospects to the article so they can remain aware of your firm or up to date on status of transactions, fund launches, syndications, etc?

      Or is the intention for writing a commercial real estate blog post to gain visibility in the search engines so that when a prospective investor or deal partner searches online for an answer to a question they have related to CRE you show up?

       

      If you are creating press release blog posts and that’s all you plan to do then you probably landed on our blog post by accident because those who are seeking CRE blog post topics are in need of ideas beyond the typical PR style posting.

       

      So we will assume that you are a decision maker at your firm and are looking for blog post topics that commercial real estate investors are interested in or prospects within the deal flow chain such as business owners, partners, board members, intermediaries, CPA’s, etc.

       

      Do Blog Posts Help?

      Yes. You just need to understand what “Help” you need from the post.

       

      How to Come Up With CRE Blog Topics

      Now that it’s established blog posts can help your firm achieve a goal and assuming you are “bought in” to the theory of how and why this works, let’s focus on how to come up with good commercial real estate blog post topics & ideas.

       

      Where to Find CRE Blog Post Ideas?

      An easy way to generate blog post topics is to visit commercial real estate industry blogs. Their sole model is creating content that engages the industry and can leave clues as to what could be successful content for your blog. You just need to make sure that the publications you research aren’t creating content for YOU, the CRE firm, but instead your target audience.

      So in a sense these publications are your competition.

       

      If you Google Top Commercial Real Estate Blogs a good list of them will come up.

      Many of them are writing content that would be more interesting to you, but then you have people like Shane Melanson who has content that is catering more towards the investor and is a good place to find topics more relevant to CRE investors.

       

      Topics like “Developing Your Commercial Real Estate Exit Strategy” or “8 Questions Every Real Estate Investor Should Ask to Assess the Risk of a Property” are good as they are covering areas that CRE investors are interested in and will get value from.

       

      These types of topics are driven by questions asked by your target audience.

      For example, an investor may be searching “When is the Best Time to Sell of My CRE Portfolio?”

      Or “What questions should I ask a seller when looking to buy a commercial property?”

      The two blog post topic examples we shared are prime posts to get found by investors asking these questions online.

       

      This doesn’t just apply to investors but this works the same on the deal flow side when those targets search for answers to their questions online as well.

       

      How Else Can You Come Up with Commercial Real Estate Blog Ideas?

      While getting ideas from other blogs is great, it’s also slightly diluted because you’re focusing on topics that have already been covered. So a good thing to do here is write derivatives of those topics you found. A derivative blog post topic could be “7 Questions Investors Should Ask Before Buying a Multi-Family Property.”.

       

      Alternatively you can use data provided by Google to give you ideas based on demand.

      This is commonly referred to as Keyword Research. And you should definitely do it.

       

      Google Ads has a tool for current advertisers, but if you don’t have access to that tool, use Ubersuggest instead ( https://neilpatel.com/ubersuggest/ ). 

      We did a quick search for Top Cities for Commercial Real Estate Investing and it didn’t show any specific search volume but it gave us the keyword idea of “Best Cities for Commercial Real Estate Investment”. That term had an approximate 10 searches per month. ** In reality it’s probably 100+ searches per month, but these tools give very conservative estimates

      So that is a great topic to write on.

      And in the screenshot below you can see the tool gives a list of pages that show up in the search engine results for that keyword / keyphrase.

      You can click through to these posts to see how and what they are writing about in their post to give you ideas on how to write your blog post and ultimately outrank them in the search engines.

      commercial real estate blog post topics and ideas

       

      Hopefully this has given you a good start to coming up with blog post ideas for your CRE Firm or Fund, but if you are wanting more help on your CRE Content Strategy then let’s talk. We are working with and marketing for PE firms including Commercial Real Estate Investment Firms that syndicate, are in multifamily, industrial and more.

       

      If You Are Looking to Get More Traffic, Investor Leads, Increased Deal Flow or Have Questions, Call Us at 866-357-7422

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        You Opened and Email that said “Do Not Open”

        You Clicked Through an Email that said “Do Not Click”

        Now that You are here, the last thing we have to say is DO NOT WATCH THIS VIDEO!

         

        DO NOT BOOK A MEETING WITH ME BY CLICKING HERE

         

        If You Are Looking to Get More Leads & Sales or Have Questions, Call Us at 866-357-7422

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          Are you a Marketer, Sales Leader or Owner of a Print Company that is interested in sharing your knowledge and skills with the greater print community?

          We’re starting a series of content where we interview people like you in the print industry to get the best advice, tips and tricks on how you market your company.

          If you would like to be interviewed for an upcoming article please fill out the form below and we’ll contact you with information and next steps!

           

          Simply Submit Your Information Below

            One of the most common pieces of advice I give to businesses, firms and professionals who commit to marketing is that you must put in the work every day. Success comes from consistent output that builds up over time which in turn delivers more and more opportunity as it grows.

            An inspiration for me personally is an individual and coach by the name of Ben Newman who travels the country working with businesses, sports teams and financial teams to move them forward strategically as it relates to the team and their organizational development strategy.

            ben newman coach

            One of the common phrases he uses is that “Champions Create Distance on Fridays” and I’ve always loved that because of how strong of a message it is.

            When most professionals check out on Friday, those who succeed are still going hard.

             

            Why Am I Sharing This?

            Really just as a piece of personal inspiration that hopefully will resonate with you.

            At Acumen we use philosophies like this to make our work strong and deliver good results that really does set us apart.

             

             

            If You Are Looking to Focus on Getting More Leads & Sales or Have Questions, Call Us at 866-357-7422

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              B2B companies ask us often “Does Social Media Work for B2B?” and in our experience that question is being asked because there is a presupposition that is doesn’t work for B2B markets. But as with any answer we give here on the Acumen blog it really depends. What does it depend on? What does “Work” mean for you as a B2B company?

              If you simply ask Does Social Media Work for B2B Businesses then the answer is Yes!

              If you ask will social media increase sales for my B2B company, then the answer isn’t so simple.

              What are Your Social Media Goals?

              Are you trying to primarily increase brand awareness, increase engagement, generate leads, increase sales? While you may want to say ALL of those things, the hard truth is that you aren’t going to be able to easily accomplish that if you are medium to smaller size B2B company. So focusing on one will allow you to more easily generate the results you are looking for.

              Speaking of company size, we’ll discuss that a little later in the post, so keep reading!

              Each goal has a different tactic that you would apply within social media to achieve success.

              Awareness for example would be doing things to get in front of your prospective buyer over, and over, and over, and over, etc. This way they know that you exist, know who you are, and what you do.

              But if you are trying to increase sales then you’ll be posting a lot more direct response content related to selling a product.

              The content you post cannot be in conflict with your goal on social media.

               

              Make Social Media Work for B2B

              For most medium sized to small B2B companies you need to be posting at least 3 times per week with a mix of consideration focused content and direct sales posts.

              This will generate more leads overall but at the same time mildly accomplish increasing brand awareness.

               

              Why Can’t I Do “All the Social Media Things”?

              We think you know the answer to that. Bandwidth and Return on Investment (ROI).

              You likely don’t have the resources to put into it and there is a point of diminishing return on the social media effort. But how do I grow then you may say? Our answer is to leverage social but grow your customer base in other more efficient ways such as SEO, direct sales and advertising (which you can do on social by the way, which is different then using organic non-paid social media).

              Huge B2B brands can pull this off but they didn’t build their business on the back of social media. Social becomes most effective once your brand has reached a significant customer base that can be leveraged to make your social media do real work for you.

               

               

              If You Are Looking to Focus on Getting More Leads & Sales or Have Questions, Call Us at 866-357-7422

              Or Submit your information below

                There is nothing new about blogging, but still the question for some remains… “Are Blogs Important?”, “How Important Are Blogs?”, “Should I Write Blogs For My Company?”, etc.

                These questions are asked across all industries. B2B, Private Equity, Finance, Commercial Printing, Industrial, Construction, etc.

                And to be honest they are really good questions because how would someone actually know if blogs are important or not? If you don’t know how to measure their effectiveness or you’ve never heard anyone explain why blogs are important then their really is no way you should know or believe they are.

                Are Blogs Important?

                Yes!

                In the video above we go in detail showing you why they are important, how they are important and what you can do to capture value from your blog posts.

                The reason that blogs are so important is because they answer questions. Nearly every search in Google is someone seeking to gain an answer to a question and it’s even more specific for industries in the B2B space, Finance, Print, Industrial and Contracting industries.

                If a buyer, customer, investor or potential partner searching for something they need an answer to and your company has a solution that is the answer to their question then you want to be found, need to be found and will close more sales, deals, investment and partnerships if you create blog posts that answer their questions.

                 

                Other Benefits of Blogging

                • They drive qualified traffic to your website
                • You can share them on social media
                • You can send out your blogs in email
                • Blogs attract links back to your website
                • They build trust with buyers, it shows your active
                • They build authority for you as an expert
                • And the list could go on

                 

                If You Are Looking to Focus on Getting More Leads & Deal Flow from Blog Posts or Have Questions, Call Us at 866-357-7422

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                  When it comes to Digital Marketing a whopping 93% of marketers say that one of the biggest pain points for their company is closing the leads that come in. This is a common struggle across all industries.
                  This unfortunate reality is due to the fact that leads must be nurtured.
                  Even those leads that are asking for details or a quote need to be followed up on regularly until they either buy or say no.

                  How Can You Make Closing New Leads Easier?

                  In the video above we go into detail on a tool that can help you close more customers, deals, buyers, investors, etc. by acting on a simple measured behavior.

                  The tool is called Streak (streak.com), which will allow you to see exactly when a person is viewing / reading your email.
                  If you send out a follow up request, proposal, prospectus or some other material that you’d like to engage on with this lead then reaching back out the moment they are thinking of you will make that happen almost 100% of the time.

                  The strategy we’re sharing is that when you get an alert that someone is reading your email, immediately reply back to them on that same email asking if they’ve had a chance to review the materials you shared or if they have time to talk with you about their business, goals, etc.
                  Nearly 100% of the time you will get a response, connect with them at that moment or book the next meeting.

                   

                  It’s that simple!

                  We hope this helps in your journey to closing more leads & deals!

                   

                  If You Are Looking to Focus on Getting More Leads & Deal Flow or Have Questions, Call Us at 866-357-7422

                  Or Submit your information below

                    Question from us at Acumen to You: “Are you using business email addresses or personal email addresses when marketing to potential customers?”.
                    Question we get from our customers: “Should we be marketing to only business email addresses or can we also market to them using their personal email addresses?
                    This is concern is understandable, especially in today’s climate when everyone is hyper concerned about doing the “right thing” or not “overstepping” in some way.

                    Business vs Personal Email Breakdown

                    The reality is that for many people there is a big overlap as to when they use personal or business email addresses.
                    There is no rule here either, sometimes customers choose to use their personal email and other times business.
                    Here is the good news… It Doesn’t Matter!
                    There has been numerous research studies showing the prevalence of business vs personal email use and they all have similar insights.
                    People use both when submitting their information online.
                    Again that is great news.
                    One study even showed that C-Level executives across all size companies provided a personal email address 50% of the time.
                    The truth is that most people can’t even describe under what circumstances they might submit a lead generation form using a business or personal email address.

                    So What Should You Do With Your Marketing Email?

                    Send it to everyone!
                    If a lead chooses to give you a personal email address then honor that decision by sending them your marketing material to the email address they gave you.
                    We could honestly talk for days on this, but we wanted to share a quick answer to a burning questioning (or held belief) that many marketers have.

                     

                    If You Have Questions or Want to Talk more about Email Marketing, Call Us at 866-357-7422

                    Or Submit your information below