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Switched from CPC to CPM and now ad is not showing

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

 I recently switched from CPC to CPM and now my ad isn't showing at all. I even increased my bid by 50% and still nothing. I switched back to CPC and the ad now appears. What happened?

2 Expert replyverified_user

Re: Switched from CPC to CPM and now ad is not showing

Participant ✭ ✭ ✭
# 2
Participant ✭ ✭ ✭
Hey Rebecca, how are things?

This is probably related to your bid. Your current bid and even the 50% increased bid are probably not high enough when bidding specifically for CPM.

Personally, I don't think CPM is a good format because it doesn't provide full control and impact over results. Google made a recent study and discovered that around 56% of the ads are not visualized by the users. That's a LOT of things.

With that problem in hand, they're implementing a new thing called Viewable CPM, where you'll pay for ads when they're considered "viewable" on user screen. Check this article to understand better: https://support.google.com/partners/answer/3499086?hl=en

Hope this helps.

Leandro Martinez | Basta1Click

Re: Switched from CPC to CPM and now ad is not showing

Top Contributor
# 3
Top Contributor

Hi @Rebecca T,

 

Besides this insightful reply from @leandrofm, I would you tell you a few things -

 

  1. CPM pricing module is desirable when your goal is more of branding/awareness and less of actions/conversions
  2. I am not against CPM as I have made it work at multiple occasions. But yes, you need to take proper care of your placements. For instance, if you do not want ads to appear in Apps, exclude them. By default ads show up there as well.
  3. With Viewable CPM and frequency capping in place, you must make use of them. Refer to the link Leandro shared in his post.

About your ads not showing, check if you are bidding sufficiently. Ensure this by enabling Average CPM column and make sure you bidding around this average amount. Sometimes you may need to go even higher in beginning.

 

Thanks
Ratan Jha

 


About Me: Community Profile | Ratan Jha INC.
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Re: Switched from CPC to CPM and now ad is not showing

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
I, too, have experienced the need to "kick start" campaigns on the GDN - both for CPC and CPM - try hiking the bid up significantly and then dropping it back down once you start to get impressions. I know it doesn't make sense, but it seems to work.

Re: Switched from CPC to CPM and now ad is not showing

Top Contributor
# 5
Top Contributor
Hi Rebecca,

As suggested by Leandro, for better performance you should go with the VCPM rather then CPM.

But keep in mind that the bid for VCPM get higher than the CPM bid. So initially go with a high bid as suggested by everyone and then dropping gradually once the campaign start accumulating the data.

Regards
Archit, AdWords Top Contributor, Community Profile
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