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Wednesday, December 06, 2006

AdWords CPM Advertising

One of the areas a lot of AdWords advertisers struggle with is working with AdWords CPM campaigns. Unlike the more popular method of AdWords advertising, CPC, AdWords CPM advertising is based on what you the advertiser are willing to pay for 1,000 impressions a publishers website (or multiple websites).

In this post I would like to cover a few common questions about cpm advertising with AdWords, do a quick walk through of setting up a AdWords CPM campaigns, and, provide links to other info for advertisers who have additional questions.

Setting up an AdWords CPM Campaign

1. From your AdWords campaign management screen select "create a new campaign: site targeted". You'll find this wording close to the top of the screen, right above your current campaign list.

2. On the next screen you'll name your campaign and ad groups & select language and geo targeting options.

3. Depending on your choice of location targeting you'll be presented with choices to refine those options.

4. Next you'll be able to create your ad. While creating your ad remember that in upcoming steps you'll be able to target the site(s) you want the ad to run on. Make the ad specific to the site or niche - you want to use the ad to "speak" specifically to the site's audience. You'll have the option to create multiple ads before you proceed to the next step. You can always create additional ads at a later date as well.

5. Now that your ad has been created you're now able to pick the sites you would like your ad to run on. There are a number of different ways you can choose sites; pick sites from a categorized list, enter keywords that describe your target market and then select from a list of sites that match that target, enter specific urls to see of those sites are available or you can choose to target sites that have an audience that matches certain demographic characteristics. At this stage in the AdWords CPM campaign creation you'll also be given other info about the sites that are available - things like ad sizes/types they accept, sample pages and an estimated number of daily impressions.

6. Next you'll get a quick summary relating to the sites you picked, and will set your daily budget and the maximum CPM you are willing to pay.

After you're done with step 6 you'll have a chance to review everything before you hit save and submit your new campaign/ad group for approval.

The Most Common AdWords CPM Campaign Question...

Question: I set up a new site targeted cpm campaign X hours/days and there are still no impressions showing in my account.

Answer: There are a number of things that could cause this. Some possible reasons are:

  • Your bid is too low.
  • Your ad has not yet been reviewed/approved.
  • The site(s) you picked recently removed Adsense from their site but the AdWords interface has not yet removed them as a targetable site.
  • The publisher(s) is blocking your ad.
  • A combination of the above.

Solution: The most common (and accurate) advice is to;

Wait 24 hours from the time you activated the campaign then up your bid in increments your are comfortable with. Wait another 24 hours and repeat. Continue this process until you start to see some activity.

Also, double check the possible cause listed here: why can't I see my site targeted ad?

AdWords CPM campaigns can work very well in conjunction with or in place of other CPC campaigns. As with all marketing initiatives, start slow, measure your progress and let the numbers dictate how you should proceed.

Additional resources related to AdWords CPM / Site Targeted campaigns:

AdWords Site Targeted Ads FAQ

How Does CPM Pricing Work?

How Do I Create a Site Targeted Campaign

AdWords Learning Center - Site Targeting


4 Comments:

At 9:59 AM, Anonymous kai said...

Do you have any experience with AdWords CPM image ads? How much do they increase costs compared to text ads?

 
At 1:30 PM, Blogger Jeremy Mayes said...

Yes, I've used image ads quite a bit. Nothing I've seen leads to me to believe they are any more expensive than text based cpm ads.

 
At 3:53 PM, Blogger stephen said...

is there a way to target a specific site using a CPC ad instead of a CPM impressions ad?

 
At 1:35 PM, Blogger Jeremy Mayes said...

Stephen,

Yes, it's site targeted CPC which at the present time is part of an invite only beta.

 

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