{"id":12518,"date":"2025-01-14T10:42:54","date_gmt":"2025-01-14T09:42:54","guid":{"rendered":"https:\/\/refinery89.com\/?p=12518"},"modified":"2025-04-23T11:09:05","modified_gmt":"2025-04-23T09:09:05","slug":"sezonowosc-cpm","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pl\/cpm-seasonality\/","title":{"rendered":"Dlaczego Twoje RPM jest ni\u017csze? Zrozumienie sezonowo\u015bci CPM"},"content":{"rendered":"

Pory roku si\u0119 zmieniaj\u0105, tak jak my CPM<\/a>. Je\u015bli to czytasz, prawdopodobnie dlatego, \u017ce zauwa\u017cy\u0142e\u015b spadek RPM swojej strony internetowej, ale zanim wyskoczysz z miejsca, we\u017a g\u0142\u0119boki oddech i przyznaj, \u017ce to ca\u0142kowicie normalne. Szczeg\u00f3lnie w styczniu. Opowiemy Ci o czym\u015b, co nazywa si\u0119: sezonowo\u015b\u0107.<\/p>\n

 <\/p>\n

Czym jest sezonowo\u015b\u0107 CPM? Co wp\u0142ywa na CPM?<\/strong><\/h2>\n

 <\/p>\n

Kr\u00f3tkie podsumowanie. CPM, czyli Koszt tysi\u0105ca wy\u015bwietle\u0144, to kwota, kt\u00f3r\u0105 reklamodawcy zap\u0142ac\u0105 Ci za jednostk\u0119 reklamow\u0105 za ka\u017cde tysi\u0105c wy\u015bwietle\u0144 reklamy. Jest to jedna z metryk, kt\u00f3r\u0105 ka\u017cdy wydawca powinien zna\u0107 na pami\u0119\u0107, poniewa\u017c pomaga zrozumie\u0107 warto\u015b\u0107 Twojej powierzchni reklamowej. CPM zmienia si\u0119 w ci\u0105gu roku ze wzgl\u0119du na zmiany w trendach sezonowych, kt\u00f3re z kolei wp\u0142ywaj\u0105 na Tw\u00f3j przych\u00f3d na tysi\u0105c wy\u015bwietle\u0144 (RPM). <\/strong>Je\u015bli chcesz jeszcze lepiej opanowa\u0107 te metryki, Dowiedz si\u0119 o r\u00f3\u017cnicach mi\u0119dzy CPM a RPM w tym artykule.\u00a0<\/a><\/p>\n

CPM jest ustalany w oparciu o \u201caukcj\u0119 drugiej ceny\u201d (second price auction), gdzie jest to druga najwy\u017csza oferta plus 0,01. Oznacza to, \u017ce du\u017cy wp\u0142yw na CPM ma liczba reklamodawc\u00f3w chc\u0105cych kupi\u0107 przestrze\u0144 reklamow\u0105. Im wi\u0119cej reklamodawc\u00f3w stara si\u0119 kupi\u0107 zasoby reklamowe, tym wy\u017cszy b\u0119dzie CPM. Dlatego w sezonach, gdy popyt jest mniejszy, CPMy maj\u0105 tendencj\u0119 do spadku, podczas gdy gwa\u0142townie rosn\u0105 wraz ze wzrostem popytu (np. w okresie Bo\u017cego Narodzenia).<\/p>\n

Jest wiele (uwierz nam, wiele) rzeczy, kt\u00f3re mog\u0105 wp\u0142yn\u0105\u0107 na Tw\u00f3j CPM. Cen\u0119 CPM okre\u015bla wiele czynnik\u00f3w, na kt\u00f3re masz wp\u0142yw, takich jak jako\u015b\u0107 Twojej strony www, oraz innych, na kt\u00f3re nie masz wielkiego wp\u0142ywu, takich jak konkurencja o przestrze\u0144 reklamow\u0105 w danym okresie.<\/p>\n

 <\/p>\n

Sezonowo\u015b\u0107 w CPM<\/strong><\/h2>\n

 <\/p>\n

Sezonowo\u015b\u0107 mo\u017ce mie\u0107 du\u017cy wp\u0142yw na Tw\u00f3j RPM. Niestety, jest poza kontrol\u0105 ka\u017cdego i jedyne, co mo\u017cesz zrobi\u0107, aby to zrekompensowa\u0107, to utrzyma\u0107 swoj\u0105 witryn\u0119 zoptymalizowan\u0105, zwraca\u0107 uwag\u0119 na ceny minimalne, aby utrzyma\u0107 przyzwoity wska\u017anik wype\u0142nienia, nawet gdy CPM ma tendencj\u0119 do spadku, i dostarcza\u0107 \u015bwietne tre\u015bci, aby utrzyma\u0107 przep\u0142yw ruchu! Oto kilka wzorc\u00f3w sezonowo\u015bci, na kt\u00f3re powiniene\u015b zwr\u00f3ci\u0107 uwag\u0119 w swojej strategii:<\/p>\n

 <\/p>\n

\"SEZONOWO\u015a\u0106<\/p>\n

 <\/p>\n

Q1<\/strong><\/h3>\n

Podoba\u0142 Ci si\u0119 wysoki CPM w ostatnim czwartym kwartale? Musimy Ci\u0119 zmartwi\u0107, ale CPM zazwyczaj spada na pocz\u0105tku roku po \u015bwi\u0119tach. To zjawisko znane jest jako \u201cstycze\u0144 blues\u201d. Ludzie maj\u0105 ograniczone \u015brodki po wszystkich szalonych wydatkach zwi\u0105zanych z Czarnym Pi\u0105tkiem i Bo\u017cym Narodzeniem. Reklamodawcy inwestuj\u0105 mniej i skupiaj\u0105 si\u0119 na planowaniu tegorocznych kampanii. To ca\u0142kowicie normalne, \u017ce dzieje si\u0119 tak w pierwszych miesi\u0105cach, wi\u0119c nie ma powodu do paniki. Ja\u015bniejsze czasy nadejd\u0105 p\u00f3\u017aniej w tym roku! Po prostu utrzymuj silniki swojej strony internetowej w ruchu!<\/p>\n

\u00a0<\/strong><\/p>\n

P2<\/strong><\/h3>\n

Sytuacja wydawc\u00f3w zaczyna wygl\u0105da\u0107 lepiej! W drugim kwartale roku mo\u017cesz zaobserwowa\u0107 lekk\u0105 popraw\u0119 cen CPM w por\u00f3wnaniu do pierwszego kwarta\u0142u. \u015awi\u0119ta takie jak Dzie\u0144 Matki (w Europie i USA) oraz Wielkanoc stwarzaj\u0105 wydawcom \u015bwietne okazje do zwi\u0119kszenia inwestycji w kampanie reklamowe. Kontynuuj niezb\u0119dne dostosowania swojej strategii reklamowej, aby nie przegapi\u0107 \u017cadnych potencjalnych przychod\u00f3w!<\/p>\n

 <\/p>\n

Pytanie 3<\/strong><\/h3>\n

Mo\u017cesz zaobserwowa\u0107 kolejny spadek w lipcu ze wzgl\u0119du na brak konkurencji reklamowej, mimo \u017ce nie jest on tak z\u0142y jak \"stycze\u0144 pod kresk\u0105\". Sezon letni w Europie lub Stanach Zjednoczonych to dobra okazja dla blog\u00f3w podr\u00f3\u017cniczych. Wiele os\u00f3b wyszukuje miejsca podr\u00f3\u017cy, hotele i loty. Ponadto w tym sezonie zdarzaj\u0105 si\u0119 specjalne okazje, podczas kt\u00f3rych CPM-y maj\u0105 tendencj\u0119 do wzrostu ze wzgl\u0119du na wydarzenia sportowe, takie jak Letnie Igrzyska Olimpijskie<\/a> lub Mistrzostwa \u015awiata<\/a>. Wi\u0119c skorzystajcie z tych sytuacji!<\/p>\n

Trzeci kwarta\u0142 to bardzo dogodny czas, aby zacz\u0105\u0107 przygotowania do najwa\u017cniejszego okresu w roku: s\u0142ynnego Q4. Nie daj si\u0119 zaskoczy\u0107!<\/p>\n

\u00a0<\/strong><\/p>\n

Pytanie 4 <\/strong><\/h3>\n

Q4 jest jak Super Bowl dla wydawcy. To idealny moment na wielkie ZWYCI\u0118STWO. W tym sezonie odbywa si\u0119 mn\u00f3stwo najwi\u0119kszych \u015bwi\u0105t zakupowych roku: Black Friday, Cyber Monday, Bo\u017ce Narodzenie, Dzie\u0144 Singla\u2026 wymienia\u0107 mo\u017cna bez ko\u0144ca. Ogromny popyt na najlepsz\u0105 przestrze\u0144 reklamow\u0105 sprawia, \u017ce CPM gwa\u0142townie ro\u015bnie. Reklamodawcy pal\u0105 swoje bud\u017cety na ostatniej prostej roku i walcz\u0105 o \u017cycie, by ich reklamy dotar\u0142y do idealnej grupy odbiorc\u00f3w. Q4 to Tw\u00f3j czas, aby zab\u0142ysn\u0105\u0107 jako wydawca, wi\u0119c Zaktualizuj swoje pliki ads.txt<\/a>, publikuj anga\u017cuj\u0105ce tre\u015bci, u\u017cywaj formaty reklamowe o wysokiej warto\u015bci<\/a>, i czerp zyski z wysokich dochod\u00f3w z reklam.<\/p>\n

 <\/p>\n

 <\/p>\n

Jak sobie poradzi\u0107 z sezonowo\u015bci\u0105 CPM jak mistrz?<\/strong><\/h2>\n

 <\/p>\n

Gdy pojawiaj\u0105 si\u0119 trendy sezonowe, mo\u017cesz przewidzie\u0107 zmiany i dostosowa\u0107 swoj\u0105 strategi\u0119 reklamow\u0105 do w\u0142asnych potrzeb. CPM zale\u017cy od wielu czynnik\u00f3w, takich jak popyt na przestrze\u0144 reklamow\u0105 i konkurencja. Wszystko, co mo\u017cesz zrobi\u0107, to skupi\u0107 si\u0119 na rzeczach, na kt\u00f3re masz wp\u0142yw: na swojej stronie internetowej. Ci\u0105gle udoskonalaj swoj\u0105 stron\u0119 i strategi\u0119 monetyzacji reklam, aby mie\u0107 pewno\u015b\u0107, \u017ce zawsze uzyskujesz najlepsze mo\u017cliwe wyniki.<\/p>\n

Kilka rzeczy, kt\u00f3re mo\u017cesz zrobi\u0107, aby Twoja witryna by\u0142a gotowa do zab\u0142y\u015bni\u0119cia, to mi\u0119dzy innymi aktualizacja pliku ads.txt, tworzenie tre\u015bci bezpiecznych dla marki, wykorzystanie dobrze rozmieszczonych, warto\u015bciowych format\u00f3w reklamowych oraz posiadanie doskona\u0142ego partnera AdTech, kt\u00f3ry Ci\u0119 wspiera! Nie b\u00f3j si\u0119 prosi\u0107 o pomoc, je\u015bli jej potrzebujesz! Skontaktuj si\u0119 z nami w Refinery89, a pomo\u017cemy Ci najlepiej wykorzysta\u0107 sytuacj\u0119 przez ca\u0142y rok! <\/a><\/p>","protected":false},"excerpt":{"rendered":"

Seasons change and so do CPM. If you are reading this, it\u2019s probably because you saw your website\u2019s RPM dip, but before you jump from your seat, take a deep breath and acknowledge that this is completely normal. Especially in January. Let us tell you about a little thing called: Seasonality.   What is CPM […]<\/p>\n","protected":false},"author":19,"featured_media":13558,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,1,12,20],"tags":[26,37,24,72,34,143],"class_list":["post-12518","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-no-category","category-publishers","category-refinery-academy","tag-ad-monetization","tag-cpm","tag-programmatic-advertising","tag-publishers","tag-refinery-academy","tag-seasonality"],"yoast_head":"\nWhy is your RPM lower? 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