CPM is nothing more than Cost Per Mille, or cost per thousand. Most commonly, this refers to the price an advertiser has to pay for 1,000 impressions of their advert. CPM is therefore a way of accounting for promotional activities carried out via an advertising network (e.g. display ads prepared in the Google Ads panel), social media or other platforms and services.

The cost-effectiveness of choosing this model should be weighed against CPC (cost-per-click) billing – in some cases, the former will be more beneficial, while in other cases, the latter. Which one to choose? At the outset, it is worth considering what the objective of the campaign is and then determining the limit at which CPM billing is a better choice.

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