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What are the pricing models in the Self-Service system?
What are the pricing models in the Self-Service system?
Written by Admin
Updated over a week ago

In PropellerAds we understand the value and peculiarity of each unique campaign. That is why we would like our partners to benefit as much as possible by running a flexible approach to the pricing models and ad formats.
We provide four ad formats: Onclick, Push Notifications, Interstitial and Survey Exit, that work over different pricing models.

You can choose the most advantageous option for each campaign individually and choose one of five available pricing models for our advertisers: CPM, CPC, SmartCPM, SmartCPC or CPA Goal.

Let’s review all models so that you can choose the most suitable one based on your campaign’s goals.


The CPM pricing model stands for cost per 1000 impressions of ad. This pricing model should be chosen if you would like to pay only for amount of impressions. 

CPM campaign is a perfect choice if you are a newcomer in the advertising business. Traditional CPM bidding implies the same price for traffic from all placements (zones) which fits an ad campaign targeting. Available for Onclick, Push Notifications and Interstitial.


SmartCPM pricing model is based on an algorithm that automatically finds the best possible prices for each ad placement and sets bids for you 24/7. SmartCPM pricing is a good choice in case you would like to be in control of the outcome of your campaign. Available for Onclick ad format only.

So, you set the maximum CPM bid you are ready to pay, our system checks the competition and determines how much you need to pay to get the best position in ad rotation without overpaying.

Please also note that in SmartCPM pricing model automatic bidding is enabled by default - our system will set optimal rate based on your targeting (you can disable this option and set the bid manually).

Running a SmartCPM campaign, you can also try our new feature - Smart Optimization tools. It is an automatic optimization of SmartCPM campaigns performed according to the required price per conversion. An advertiser sets the desired price per conversion, and the system automatically adjusts the bid, while indicating how each zone is performing. With Smart Optimization tools you are getting campaigns optimized to drive conversions at a certain cost; automation without manual interference and spending extra money on traffic that is not effective or too expensive. To learn more about Smart Optimization tools, please check this article.

Please refer to this article to find more info on how the SmartCPM algorithm works.


Another bidding model is CPC. You will get charged only when someone clicks on your ad. It is also one of the most beneficial bidding models for advertisers who know exactly how much they are willing to spend. This way, you are getting full control over your budget. In other words, with CPC you spend your campaign budget only on impressions that lead to clicks. When a user clicks on your ad, they’re taken directly to your website, where they can be converted into a customer. Available for Push Notifications, Interstitial and Survey Exit ad formats.


SmartCPC is a unique algorithm built with the second price auction in mind that helps you simplify the bid selection process and save money. Select the top bid you are willing to pay for a click and leave more granulated bidding for the PropellerAds algorithms. With this pricing model you avoid overspending on the zones where the real price of the traffic is lower than your top CPC bid. Since bidding is dynamic, the campaign will also be properly adjusting to the competition, traffic fluctuations, day parting, and other factors affecting the traffic volume and performance. It means your campaign will always be set up optimally, leaving more time for other important tasks.

Available for Push Notifications and Survey Exit ad formats.

Feel free to find more info about this model here.

CPA Goal

If you want to run a performance-based campaign you should initiate a CPA Goal campaign. CPA Goal is an auto-optimization technology performed according to the required price per conversion. The algorithm is able to predict what traffic slices are most likely to drive quality conversions at the desired price.
This technology is built atop of CPM or CPC bidding, and advertisers are paying for impressions or clicks, while the system is finding converting traffic according to the desired CPA and targeting.

You can learn more about CPA Goal campaign here.

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