Category Archives: CPM Advertising
So you want to master online ads, huh?
CPM vs. PPC Ads
One of the best ways to do it is to master CPM (Cost Per Mille, or cost per thousand impressions) advertising. Most people want PPC (pay per click) advertising rather than CPM and most “experts” will tell you PPC is the ONLY way to advertise. That’s not true!
First of all, nothing is set in stone when it comes to internet marketing. You must TEST, TEST, TEST everything you do and see what works best! While it is true that most advertisers (especially smaller advertisers) will see a better ROI when using PPC ads, not all will. If you write great ad copy and engaging content, you might actually see a better ROI using CPM.
How will you know?
Testing your ads is crucial to making a profit using PPC or CPM advertising. The truth is that most people actually lose money when they start. That’s NORMAL! The key is to learn quickly from your mistakes and turn a profit as quickly as possible. And the only way you can do that is to use your analytics to see what’s working and what’s not working.
Here’s what to do after you’ve run your first set of ads to improve your results.
1. Keep Doing What’s Working!
You should always test a minimum of 10 ads no matter what kind of campaign you’re running, especially if you’re new. Out of those 10 (or more) ads, which ones performed the best? Keep the best performers (even if your best performers were not profitable!)
This is how you will slowly “raise the bar” on your ad performance. Yes, even if your best ads were not profitable, KEEP THEM! This is important for several reasons. First, because your CPC or CPM will decrease over time as you continue to advertise. Second, because you need to keep that benchmark there to see if you can beat it. If your best ad has a CTR of 1% and a CPM of $2, see if you can get the CTR or CPM to improve or both! Generally, as CTR improves, the cost will decrease dramatically.
2. Stop Doing What’s Not Working!
Some of your ads will just be bombs. They will just plain suck. That’s okay! Just cut them as quickly as you can and move on. Oftentimes, the ads I think will be the best turn out to be awful. It’s just a part of the process. The sooner you get rid of your bad ads, the sooner you can create new, better ones and test those. So keep the process going. The worst thing you can do is STOP TESTING and just let bad ads keep running – costing you money with little return.
Thanks to CPMAdvertising.org for their inspiration for this article about CPM Advertising.