AdWords
5.3K members online now
5.3K members online now
Improve your AdWords performance and boost your ROI, CTR, and Quality Score
Guide Me
star_border
Reply

CPM vs CPC

Visitor ✭ ✭ ✭
# 2
Visitor ✭ ✭ ✭

Have you figured out the following from your experience: For the same ad sets, same creatives, same target audience, CPM display ads get much lower CTR than that of CPC ads. Why is it so??

1 Expert replyverified_user

CTR vs CPC

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Even in our campaign, for the adset 728X90:

 

CTR for CPC campaign under websites was 0.12% (3 clicks for 2454 impressions at total Rs. 52)

CTR for CPM campaign under websites was 0.00% (0 clicks for 1665 impressions at total Rs. 11)

 

This particular adset had 95% placements on bseindia only at a particular place only.

 

So, why is difference in CTR. I know that number of clicks are too low to analyze, but the trend is same for all the ads .

Re: CPM vs CPC

Participant ✭ ✭ ✭
# 3
Participant ✭ ✭ ✭

Hi Poonam

 

Yes, its true because if you bid with CPM bidding then AdWords system consider the campaign as a branding campaign so it don't consider about CTR our any other thing for it. For normal CPC campaigns, AdWords system consider CTR as a important factor so it try to show your ads on placements where you are getting clicks.

 

Abhishek

 

 

Re: CPM vs CPC

Top Contributor
# 4
Top Contributor
Hi Poonam,

Abhishek is spot on, But you can try to improve the CTR in CPM campaign. You can use frequency capping to control the unwanted impression.
Also, try the Viewable Impression CPM, as most of the time your ads are shown on below fold in normal CPM campaign, thus when you use Viewable CPM bid, you will pay only thosse impression, which has been shown by users.
https://support.google.com/adwords/answer/3499086?hl=en

--Rakesh Kumar, AdWords Top Contributor , Twitter | Linkedin | Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’