CPMs On Google's Display Network
Search Engine Watch, Thursday, November 15, 2012 11:33 AM
After Google suggested launching a display campaigns with cost-per-thousand impression (CPM) bidding, rather than cost-per-click (CPC), John Lee tried it with some surprising results. He explains it this way: "The thought process here is that the auction process is different for CPM bidding vs. CPC. Since you aren't bidding per click, your ads will get into rotation (e.g., gaining impressions) more quickly." Once the campaign generates consistent traffic, switch to CPC bidding. Lee provides insight into the test and results, and shares his thoughts on the basic premise of the strategy.
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