EASY SERVE offers Cost Per Click (CPC) pricing for managed RCS campaigns in India, bringing audience planning, creative development, campaign execution and reporting into one campaign discussion. Under this model, the agreed billable click is the basis for campaign pricing, subject to the campaign terms.
For enterprise marketing teams planning a Diwali promotion, product launch or showroom campaign, the starting point is a clear customer action. Should the recipient explore a collection, request product details or book a visit?
This guide explains how the managed model works and what your team should confirm before launch.
What is an RCS CPC campaign?
RCS stands for Rich Communication Services. RCS Business Messaging supports branded communication with rich content and action buttons on compatible messaging apps and devices. Rich cards can combine an image or video with descriptive text and suggested actions. Feature availability and rendering depend on device capabilities. [1]
CPC means cost per click. It connects the campaign charge to clicks as defined in the commercial agreement. [2]
EASY SERVE applies this approach to its managed RCS campaign offering. It is a commercial model for the agreed campaign, rather than a statement that every RCS provider or carrier uses CPC billing.
The message introduces your offer. The action button gives the customer a clear next step. The destination page should then make that step easy to complete.
How EASY SERVE’s managed campaign model works
1. Define the campaign objective
We begin with the outcome your business wants to measure. A retailer may want product-page visits, while an automotive business may want showroom enquiries. For a property campaign, the goal could be requests for project information.
Choose the primary action before finalising the creative. This helps keep the message, destination page and reporting focused on the same goal.
2. Plan the relevant audience
Audience planning considers your offer, geography and available audience segments. Segment availability and campaign suitability should be confirmed during scoping.
A campaign brief should describe who the offer is relevant to and what makes it useful to them. Permission requirements, reach eligibility and opt-out handling also need to be addressed as part of the campaign setup.
3. Develop the message and destination
A useful RCS creative gives the recipient enough information to decide whether to act. Show the product or offer, explain the benefit clearly and use an action label that matches the destination.
For example, “Explore collection” should lead to the advertised collection. “Request details” should open a relevant enquiry journey. Keep important offer conditions visible and make the landing page straightforward to use on mobile.
4. Confirm scope and launch requirements
EASY SERVE’s managed approach covers audience planning, campaign creatives, execution and performance reporting. The proposal should identify the services included in your campaign and any additional requirements.
Before launch, align the CPC terms, campaign budget, creative approval, destination links and reporting responsibilities. Confirm onboarding and brand approval requirements where applicable.
5. Review engagement and business outcomes
Reporting should distinguish campaign engagement from the actions completed after a click. Use these findings to review which offers and customer journeys deserve further testing.
What determines RCS campaign pricing?
For an agreed fixed CPC rate, the click-based campaign charge can be expressed as:
Agreed CPC rate × agreed billable clicks = click-based campaign charge
The full quotation should also identify the included campaign services, any separately quoted work and applicable taxes.
Before committing a budget, confirm:
- What action counts as a billable click.
- How repeat clicks and invalid traffic are treated.
- The agreed CPC rate and spending limit.
- Whether the quotation covers creative, setup and campaign management.
- How clicks will be measured and reconciled.
- What reporting is included and when it will be shared.
The appropriate RCS campaign pricing depends on the agreed audience, campaign scope and commercial terms. Request a proposal for your requirements.
Enterprise campaign examples
The following are illustrative campaign ideas, rather than reported client results.
Retail and e-commerce
A festive collection message can show selected products and invite recipients to explore the relevant collection page. Track the campaign’s clicks alongside purchases attributed through the agreed analytics setup.
Automotive
A showroom campaign can introduce an offer and invite customers to request more information or book a visit. The enquiry process should capture the details your sales team needs to respond.
Real estate
A property message can present project information and invite requests for a brochure or site visit. The destination page should accurately reflect the advertised project and provide a clear contact route.
Measuring clicks, enquiries and sales
A click records an interaction. An enquiry requires a further action, such as submitting a form. A qualified lead meets your business’s agreed qualification criteria, while a sale is a completed commercial outcome.
Keep these measures separate:
- Campaign clicks under the agreed reporting definition.
- Landing-page visits recorded by your analytics system.
- Completed enquiries or bookings.
- Qualified leads accepted by your sales team.
- Attributed sales, where suitable tracking is available.
Click counts and website sessions can differ because the systems measure different events. Agree the measurement approach before launch.
Where enquiry tracking is configured, cost per enquiry can be calculated by dividing the relevant campaign spend by attributed enquiries. Consistent definitions make comparisons more useful.
Frequently asked questions
Is RCS CPC pricing the same as cost per lead?
No. CPC uses the agreed click as its billing event. Cost per lead uses a defined lead event. A click does not guarantee an enquiry or sale.
What does EASY SERVE manage?
Our managed campaign approach brings together audience planning, creatives, campaign execution and reporting. The proposal confirms the exact scope and responsibilities for your campaign.
Will every customer be able to receive the RCS message?
RCS availability and supported features depend on compatible messaging apps, devices and service availability. Reach eligibility should be checked as part of campaign planning. [1]
Can CPC campaigns support Diwali promotions?
A Diwali campaign can use the managed model where the audience, offer and commercial scope are agreed. Start with a relevant festive offer and a clear customer action.
How do I get an RCS campaign quotation?
Share your business objective, audience requirements, campaign period and indicative budget. Include your offer and destination page if they are already available.
Plan your managed RCS campaign with EASY SERVE
Tell us what you want customers to do after viewing your offer. We can discuss the audience, creative approach, campaign execution and reporting needed to support that journey.
Request a managed RCS campaign proposal
Explore RCS Business Messaging
Terms and conditions apply. CPC pricing applies to EASY SERVE’s agreed managed RCS campaign offering. Rates, scope, billable-click definitions and other commercial conditions are confirmed in the campaign proposal.
Sources
Google for Developers, Rich cards and device capability considerations
Google Ads Help, Cost-per-click definition. This source explains the general CPC term; it does not define EASY SERVE’s RCS commercial terms