{"id":8176,"date":"2024-02-06T11:19:25","date_gmt":"2024-02-06T10:19:25","guid":{"rendered":"https:\/\/refinery89.com\/?p=8176"},"modified":"2024-06-14T10:32:17","modified_gmt":"2024-06-14T08:32:17","slug":"receita-por-mil-impressoes-e-receita-fixa-por-mil-impressoes","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pt\/revenue-per-mille-and-fixed-revenue-per-mille\/","title":{"rendered":"RPM e RPM fixo na publicidade program\u00e1tica. O que os publishers est\u00e3o perdendo?"},"content":{"rendered":"<p data-renderer-start-pos=\"23\">RPM ou Receita por Mil \u00e9 o ganho estimado de uma p\u00e1gina da web para cada 1000 visualiza\u00e7\u00f5es de p\u00e1gina monetiz\u00e1veis que ela recebe.<\/p>\n<div class=\"fabric-editor-block-mark fabric-editor-alignment cc-1mg5rgz\" data-align=\"center\">\n<p style=\"text-align: center;\" data-renderer-start-pos=\"163\"><strong><span id=\"67e03a48-327e-40e6-bb5e-9c3bc8435e20\" data-renderer-mark=\"true\" data-mark-type=\"annotation\" data-mark-annotation-type=\"inlineComment\" data-id=\"67e03a48-327e-40e6-bb5e-9c3bc8435e20\"><span id=\"703047f4-5e59-4b42-9d62-7555256ecd87\" data-renderer-mark=\"true\" data-mark-type=\"annotation\" data-mark-annotation-type=\"inlineComment\" data-id=\"703047f4-5e59-4b42-9d62-7555256ecd87\">RPM = (Receita Total <\/span><\/span><em data-renderer-mark=\"true\"><span id=\"67e03a48-327e-40e6-bb5e-9c3bc8435e20\" data-renderer-mark=\"true\" data-mark-type=\"annotation\" data-mark-annotation-type=\"inlineComment\" data-id=\"67e03a48-327e-40e6-bb5e-9c3bc8435e20\"><span id=\"703047f4-5e59-4b42-9d62-7555256ecd87\" data-renderer-mark=\"true\" data-mark-type=\"annotation\" data-mark-annotation-type=\"inlineComment\" data-id=\"703047f4-5e59-4b42-9d62-7555256ecd87\">\u00f7 <\/span><\/span><\/em><span id=\"67e03a48-327e-40e6-bb5e-9c3bc8435e20\" data-renderer-mark=\"true\" data-mark-type=\"annotation\" data-mark-annotation-type=\"inlineComment\" data-id=\"67e03a48-327e-40e6-bb5e-9c3bc8435e20\"><span id=\"703047f4-5e59-4b42-9d62-7555256ecd87\" data-renderer-mark=\"true\" data-mark-type=\"annotation\" data-mark-annotation-type=\"inlineComment\" data-id=\"703047f4-5e59-4b42-9d62-7555256ecd87\">(Visualiza\u00e7\u00f5es de p\u00e1gina monetiz\u00e1veis) x 1.000,<\/span> <\/span><\/strong><\/p>\n<\/div>\n<div class=\"fabric-editor-block-mark fabric-editor-alignment cc-1mg5rgz\" style=\"text-align: center;\" data-align=\"center\">\n<p data-renderer-start-pos=\"221\">Onde<\/p>\n<\/div>\n<div class=\"fabric-editor-block-mark fabric-editor-alignment cc-1mg5rgz\" data-align=\"center\">\n<p style=\"text-align: center;\" data-renderer-start-pos=\"229\"><strong>Visualiza\u00e7\u00f5es de p\u00e1gina monetiz\u00e1veis = quantidade de p\u00e1ginas com an\u00fancios nelas.<\/strong><\/p>\n<\/div>\n<p data-renderer-start-pos=\"301\">Ao analisar o RPM, os editores podem identificar quais posicionamentos de an\u00fancios ou tipos de conte\u00fado s\u00e3o mais lucrativos e ajustar suas estrat\u00e9gias de conte\u00fado de acordo. Isso pode envolver focar em conte\u00fado que gere uma maior Receita Por Mil ou ajustar o posicionamento dos an\u00fancios para aumentar a visibilidade e o engajamento.<\/p>\n<p>&nbsp;<\/p>\n<h2>Alta rota\u00e7\u00e3o = Alta Renda?<\/h2>\n<p data-renderer-start-pos=\"892\">\u00c0 primeira vista, parece que quanto maior esse n\u00famero, mais dinheiro voc\u00ea est\u00e1 ganhando, certo?<\/p>\n<p data-renderer-start-pos=\"987\">A resposta n\u00e3o \u00e9 t\u00e3o simples quanto parece.<\/p>\n<p data-renderer-start-pos=\"1029\">Alta RPM \u00e9 igual a alta receita se um editor mantiver as fontes de tr\u00e1fego e o volume do seu tr\u00e1fego est\u00e1veis.<\/p>\n<p>&nbsp;<\/p>\n<h3 data-renderer-start-pos=\"1141\"><strong>Como a origem do tr\u00e1fego afeta sua Receita por Mil.<\/strong><\/h3>\n<p data-renderer-start-pos=\"1141\">De onde v\u00eam seus usu\u00e1rios pode fazer uma grande diferen\u00e7a para o seu RPM. Diferentes fontes de tr\u00e1fego trazem usu\u00e1rios com inten\u00e7\u00f5es, n\u00edveis de engajamento e comportamentos variados, tudo isso impacta a efic\u00e1cia dos an\u00fancios e, consequentemente, o RPM.<\/p>\n<ol class=\"ak-ol\" start=\"1\" data-indent-level=\"1\">\n<li>\n<h5 data-renderer-start-pos=\"1418\">Tr\u00e1fego Org\u00e2nico<\/h5>\n<ul class=\"ak-ul\" data-indent-level=\"2\">\n<li>\n<p data-renderer-start-pos=\"1445\">Impacto no RPM: Geralmente positivo.<\/p>\n<\/li>\n<li>\n<p data-renderer-start-pos=\"1483\">Motivo: Usu\u00e1rios de busca org\u00e2nica geralmente t\u00eam inten\u00e7\u00e3o espec\u00edfica, tornando-os mais propensos a interagir com o conte\u00fado e os an\u00fancios. Al\u00e9m disso, esse tipo de usu\u00e1rio \u00e9 geralmente percebido como tr\u00e1fego de alta qualidade pelos anunciantes.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li>\n<h5 data-renderer-start-pos=\"1695\">Tr\u00e1fego Pago (PPC):<\/h5>\n<ul class=\"ak-ul\" data-indent-level=\"2\">\n<li>\n<p data-renderer-start-pos=\"1725\">Impacto no RPM: Pode ser positivo, mas tem um custo.<\/p>\n<\/li>\n<li>\n<p data-renderer-start-pos=\"1786\">Motivo: Embora o tr\u00e1fego pago possa ser altamente segmentado, o custo de aquisi\u00e7\u00e3o desses usu\u00e1rios pode ser um obst\u00e1culo para a receita. A efic\u00e1cia depende muito de qu\u00e3o bem os an\u00fancios s\u00e3o segmentados e da relev\u00e2ncia da p\u00e1gina de destino.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li>\n<h5 data-renderer-start-pos=\"2016\">Tr\u00e1fego Direto:<\/h5>\n<ul class=\"ak-ul\" data-indent-level=\"2\">\n<li>\n<p data-renderer-start-pos=\"2035\">Impacto no RPM: Geralmente positivo.<\/p>\n<\/li>\n<li>\n<p data-renderer-start-pos=\"2073\">Motivo: O tr\u00e1fego direto indica forte lealdade ou reconhecimento da marca. Usu\u00e1rios s\u00e3o mais propensos a interagir profundamente com o site, levando a maior intera\u00e7\u00e3o com an\u00fancios. No entanto, o RPM pode variar com base na familiaridade do usu\u00e1rio com o site e levar \u00e0 cegueira de an\u00fancios.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li>\n<h5 data-renderer-start-pos=\"2338\">Tr\u00e1fego de Refer\u00eancia<\/h5>\n<ul class=\"ak-ul\" data-indent-level=\"2\">\n<li>\n<p data-renderer-start-pos=\"2359\">Impacto no RPM: Mais frequentemente negativo do que positivo.<\/p>\n<\/li>\n<li>\n<p data-renderer-start-pos=\"2412\">Motivo: A qualidade do tr\u00e1fego de refer\u00eancia depende muito da fonte. O tr\u00e1fego de sites respeit\u00e1veis em um nicho relevante pode engajar bem com os an\u00fancios, enquanto refer\u00eancias de baixa qualidade podem levar a uma pontua\u00e7\u00e3o menor de autoridade do site e penaliza\u00e7\u00e3o no ranking. Geralmente, \u00e9 uma tarefa bem complicada conseguir apenas refer\u00eancias respeit\u00e1veis.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li>\n<h5 data-renderer-start-pos=\"2735\">Tr\u00e1fego de M\u00eddias Sociais:<\/h5>\n<ul class=\"ak-ul\" data-indent-level=\"2\">\n<li>\n<p data-renderer-start-pos=\"2760\">Impacto no RPM: Frequentemente negativo<\/p>\n<\/li>\n<li>\n<p data-renderer-start-pos=\"2793\">Motivo: Usu\u00e1rios de plataformas de m\u00eddia social tendem a ter menor inten\u00e7\u00e3o e podem ser menos propensos a se envolver com an\u00fancios, pois seu foco principal geralmente \u00e9 a intera\u00e7\u00e3o social. No entanto, conte\u00fado altamente envolvente ou viral pode, \u00e0s vezes, reverter essa tend\u00eancia.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li>\n<h5 data-renderer-start-pos=\"3042\">Tr\u00e1fego de E-mail:<\/h5>\n<ul class=\"ak-ul\" data-indent-level=\"2\">\n<li>\n<p data-renderer-start-pos=\"3060\">Impacto no RPM: Geralmente positivo.<\/p>\n<\/li>\n<li>\n<p data-renderer-start-pos=\"3098\">Motivo: O tr\u00e1fego de e-mail geralmente \u00e9 muito segmentado e consiste em usu\u00e1rios que j\u00e1 demonstraram interesse em seu conte\u00fado, levando a taxas de engajamento mais altas com o conte\u00fado e os an\u00fancios.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<p data-renderer-start-pos=\"3282\">Fatores como inten\u00e7\u00e3o do usu\u00e1rio, n\u00edvel de engajamento, relev\u00e2ncia do an\u00fancio e o contexto da visita desempenham pap\u00e9is vitais em como as fontes de tr\u00e1fego afetam a Receita por Mil (RPM). O melhor resultado \u00e9 quando seu conte\u00fado (servi\u00e7o, not\u00edcia, produto) responde diretamente \u00e0 inten\u00e7\u00e3o de busca dos usu\u00e1rios, o site \u00e9 bem estruturado e f\u00e1cil de interagir. Em outras palavras, para obter monetiza\u00e7\u00e3o adequada de an\u00fancios, um RPM adequado deve vir de tr\u00e1fego engajado.<\/p>\n<div class=\"fabric-editor-block-mark fabric-editor-indentation-mark\" data-level=\"1\">\n<p data-renderer-start-pos=\"3686\"><strong>Outras m\u00e9tricas para avaliar seu tr\u00e1fego:<\/strong><\/p>\n<\/div>\n<div class=\"fabric-editor-block-mark fabric-editor-indentation-mark\" data-level=\"2\">\n<ul>\n<li data-renderer-start-pos=\"3743\">Engajamento do Usu\u00e1rio no Site<br \/>\nCompreender o comportamento dos visitantes em seu site \u00e9 fundamental. Qual \u00e9 a dura\u00e7\u00e3o da visita e quais a\u00e7\u00f5es eles est\u00e3o realizando? Ferramentas como o Google Analytics oferecem insights sobre a jornada de um visitante em seu site, mostrando a sequ\u00eancia de p\u00e1ginas que eles visitam. Al\u00e9m disso, ferramentas de mapas de calor podem ilustrar as \u00e1reas espec\u00edficas de uma p\u00e1gina onde os usu\u00e1rios est\u00e3o mais engajados, indicando onde eles clicam e interagem.<\/li>\n<\/ul>\n<\/div>\n<div class=\"fabric-editor-block-mark fabric-editor-indentation-mark\" data-level=\"2\">\n<ul>\n<li data-renderer-start-pos=\"4173\">Tempo por p\u00e1gina<br \/>\nO tempo por p\u00e1gina \u00e9 um indicador do engajamento do visitante. Um baixo tempo por p\u00e1gina geralmente sugere que seu site pode n\u00e3o estar atendendo \u00e0s necessidades ou expectativas dos visitantes, levando-os a sair sem se engajar mais.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>O volume do seu tr\u00e1fego.<\/h3>\n<\/div>\n<p data-renderer-start-pos=\"4535\">O volume de tr\u00e1fego de um site significa a contagem cumulativa de indiv\u00edduos visitando um site durante um per\u00edodo de tempo determinado. Essa m\u00e9trica serve como um indicador fundamental da visibilidade de um site e da extens\u00e3o do engajamento do p\u00fablico.<\/p>\n<p data-renderer-start-pos=\"4758\">Na vida real, por\u00e9m, a situa\u00e7\u00e3o em que a estrutura das fontes de tr\u00e1fego permanece est\u00e1vel e o volume flutua n\u00e3o \u00e9 incomum. O volume pode ser influenciado por esta\u00e7\u00f5es, feriados, not\u00edcias, mudan\u00e7as nos algoritmos de busca do Google e at\u00e9 mesmo pelo clima.<\/p>\n<p data-renderer-start-pos=\"4995\">Assim, juntamente com o pr\u00f3prio RPM, deve-se dar aten\u00e7\u00e3o especial \u00e0s m\u00e9tricas do seu site, como taxa de engajamento, tempo por p\u00e1gina e visitantes.<\/p>\n<p data-renderer-start-pos=\"5138\">Como vemos, o RPM n\u00e3o \u00e9 um n\u00famero est\u00e1vel estabelecido de uma vez por todas. A montanha-russa do RPM pode ser uma dor de cabe\u00e7a de primeira para uma editora. Por exemplo, o Q1 \u00e9 geralmente um momento na publicidade program\u00e1tica em que o RPM cai. <a href=\"https:\/\/refinery89.com\/pt\/q1-queda-de-rpm-o-que-as-editoras-podem-fazer-a-respeito\/\">Aqui voc\u00ea pode ler mais detalhes sobre a queda do primeiro trimestre.<\/a><\/p>\n<p data-renderer-start-pos=\"5405\">Ent\u00e3o, o que um editor pode fazer a respeito?<\/p>\n<p>&nbsp;<\/p>\n<h2 id=\"FixedRPM-comes-to-help.\" data-renderer-start-pos=\"5444\"><span id=\"f8437cf2-acd2-47bc-96b4-66bdd5231474\" data-renderer-mark=\"true\" data-mark-type=\"annotation\" data-mark-annotation-type=\"inlineComment\" data-id=\"f8437cf2-acd2-47bc-96b4-66bdd5231474\">O que voc\u00ea est\u00e1 perdendo? Receita Fixa por Mil!<\/span><\/h2>\n<p data-renderer-start-pos=\"5469\">Na Refinery89, por sermos editores, nos colocamos no lugar de todos os editores e n\u00e3o somos estranhos \u00e0quela sensa\u00e7\u00e3o de aperto no est\u00f4mago ao ver as quedas sazonais.<\/p>\n<p data-renderer-start-pos=\"5637\">Pensando nos interesses de nossos publishers, desenvolvemos uma forma de trazer estabilidade \u00e0s suas vidas usando o FixedRPM para medir a receita gerada.<\/p>\n<p data-renderer-start-pos=\"5776\">Como funciona?<\/p>\n<p data-pm-slice=\"1 1 []\"><span class=\"fabric-editor-annotation\" data-mark-type=\"annotation\" data-mark-annotation-type=\"inlineComment\" data-id=\"43cb2955-000c-43aa-aeda-1c27de1f5379\">Avaliamos os dados do editor com base nas visualiza\u00e7\u00f5es de p\u00e1gina, tipo de neg\u00f3cio e outras m\u00e9tricas essenciais. Ap\u00f3s an\u00e1lise minuciosa, oferecemos ao editor um n\u00famero fixo de RPM. <\/span>Este n\u00famero significa que o dinheiro que o site render\u00e1 durante o ano ser\u00e1 sempre o mesmo, desde que o volume e a qualidade do tr\u00e1fego permane\u00e7am est\u00e1veis. Desta forma, voc\u00ea saber\u00e1 sempre quanto dinheiro receber\u00e1 no final do m\u00eas e p\u00f4r fim \u00e0s preocupa\u00e7\u00f5es e incertezas de um propriet\u00e1rio de site. Eles podem planejar suas vidas agora!<\/p>\n<p data-renderer-start-pos=\"6289\">\u201cOnde est\u00e1 o truque?\u201d, algu\u00e9m poderia perguntar. Bem, n\u00e3o h\u00e1 nenhum! <span id=\"d7703a23-b760-4c83-9bf6-439641431765\" data-renderer-mark=\"true\" data-mark-type=\"annotation\" data-mark-annotation-type=\"inlineComment\" data-id=\"d7703a23-b760-4c83-9bf6-439641431765\">Assumimos riscos consider\u00e1veis \u200b\u200be usamos uma comiss\u00e3o din\u00e2mica da nossa parte, cuidando da renda est\u00e1vel de nossos publishers. <\/span><\/p>\n<p data-renderer-start-pos=\"6461\">N\u00f3s sempre tentamos oferecer os melhores RPMs poss\u00edveis, para que eles possam parar de se preocupar com dinheiro e focar em sua principal paix\u00e3o \u2013 a cria\u00e7\u00e3o de conte\u00fado.<\/p>\n<p data-renderer-start-pos=\"6604\"><a href=\"https:\/\/refinery89.com\/pt\/fale-conosco-refinery89\/\"><strong data-renderer-mark=\"true\">Fale conosco<\/strong><\/a> para iniciar suas mudan\u00e7as para o melhor!<\/p>","protected":false},"excerpt":{"rendered":"<p>RPM or Revenue Per Mille is the estimated earnings of a webpage for every 1000 monetizable page views it receives. RPM = (Total Revenue \u00f7 Monetizable Page views) x 1 000, where Monetizable Page views = amount of pages with ads on them. By analyzing RPM, publishers can identify which ad placements or types of [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":8177,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,20],"tags":[119,34,35],"class_list":["post-8176","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publishers","category-refinery-academy","tag-fixed-rpm","tag-refinery-academy","tag-rpm"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Revenue Per Mille and fixed Revenue per mille - Refinery89<\/title>\n<meta name=\"description\" content=\"Revenue Per Mille or RPM calculates the estimated earnings of a webpage for every 1000 monetizable page views it receives.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/refinery89.com\/pt\/receita-por-mil-impressoes-e-receita-fixa-por-mil-impressoes\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Revenue Per Mille and fixed Revenue per mille - Refinery89\" \/>\n<meta property=\"og:description\" content=\"Revenue Per Mille or RPM calculates the estimated earnings of a webpage for every 1000 monetizable page views it receives.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/refinery89.com\/pt\/receita-por-mil-impressoes-e-receita-fixa-por-mil-impressoes\/\" \/>\n<meta property=\"og:site_name\" content=\"Refinery89\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Refinery89\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-02-06T10:19:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-06-14T08:32:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/refinery89.com\/wp-content\/uploads\/2024\/02\/POST-RPM-VS-FRPM.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Refinery\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@refinery89\" \/>\n<meta name=\"twitter:site\" content=\"@refinery89\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Refinery\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/fr\\\/revenue-per-mille-and-fixed-revenue-per-mille\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/fr\\\/revenue-per-mille-and-fixed-revenue-per-mille\\\/\"},\"author\":{\"name\":\"Refinery\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/#\\\/schema\\\/person\\\/bb44c8e27cbe031801796765556d9d1e\"},\"headline\":\"RPM and fixed RPM in programmatic advertising. 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