Buying Advertisements: CPM vs. CPC ?

[corgi]

Hi,

If someone is going to buy online advertisements, generally speaking, which one is better to purchase...CPM impression advertising, or CPC cost per click advertising?




My personal opinion from my brief experiences would have to say and prefer CPC advertising.

Example: I bought some Facebook CPC ads. I had like 5K impressions, and only 2-3 clicks. @ average 20 cents/click. So total cost is about 60 cents.

If I were to buy CPM ads, then it would have surpassed 60 cents easily for those 5K impressions.





Thoughts? supporting or denying one or the other?

 

[enlytend]

There's no "one size fits all" answer. It depends on your ad copy, your landing page, your goals, and where and how the ad is being shown.

In your case, it does sound like CPC was the better choice, but there's no way you could have predicted that without trying it.

 

[BrainPower]

IMO, depends on your product.
When your launching a product, many times you want to start with CPM.
But not some generic CPM RON (run of network), you want to focus it within your niche.
The goal is to build awareness.

These days, an individual needs to CONSTANTLY be seeing your ad for them to remember it (the reason why you see the same tv ad being shown). In the online world, you need to get your target audience to see your ad several times for it to stick in his mind.

As for CPC, mid-long tail are great.

best of luck!

 

[techsniper]

CPC is preferable over CPM..however as enlytend suggested your ad copy, your landing page and your product must be irresistibly good for the clicks to convert.

 

[Bestone]

I will prefer CPC over CPM.

 

[4u-domains]

CPM has its uses especially for general brand awareness and getting your product out there at launch.
But it is an unknown factor and you never seem to get as many clicks as the Ad supplier's impressions would have you believe.

Personally, I dont trust CPM at any level really other than from a top tier website with proper tracking. It is even more essential that your CPM ad catches the eye of a visitor. I'd also put great emphasis on the ability to change this Ad throughout the campaign to keep it fresh and attract more clicks, where this is possible.

CPC - you get what you pay for and what you expect. Makes sense to me. The only problem here is that some CPC companies charge a fortune for a click and also you never really know how many of these clicks are truly the clicks you want.