Strategies That Will Make CPM Marketing Work
Digital CPM marketing has a number of different benefits that are not available in traditional advertising.
One of them is the ability to measure how successful your campaigns are by looking at detailed metrics about their performance. You can look at how often each ad has been displayed (called impressions), you can look at how often it has been clicked, and you can look at how many of those clicks converted into sales. This is something that you are not able to do with any print ad or TV commercial.
Another advantage of this type of marketing is that it gives you the ability to expand your reach in a way that you are not able to with any form of offline advertising. But of course, it’s not without its costs, and as you might have guessed this can be structured in different ways. You might get charged for every click (called CPC). You might also be charged anytime someone takes a specific action (called CPA), or you can be charged by impression (called CPM).
What is CPM Marketing?
In CPM marketing, you are charged for every one thousand impressions (the “M” stands for “mil,” which means “one thousand”). Unlike the other two, the advertising costs stay the same regardless of how well it performs. This is an advantage for the ad publisher because they will make the same amount of money regardless of how the ad performs. The pressure, however, is on the advertiser. Otherwise, he or she could be throwing money away on useless ads.
This is different from the CPA model, which depends on the person taking a specific action, but there is no guarantee that he or she will do it. This is a far cry from CPM marketing because it doesn’t bring in as much from the publisher. But there is another problem with this model. CPA deals with the last person who clicked on the ad and has taken the desired action, but it doesn’t always tell the whole story when it comes to their performance. Besides, you could be limiting your earning potential.
Advantage of CPM Marketing
As it was stated before, the CPM model works to the advantage of the publisher because the cost of advertising doesn’t change much throughout the life of the ad. But it’s possible that you could be throwing money away on useless advertising. So, the pressure to make your ads convert is on you. But if you keep certain things in mind, this model could work to your advantage as well.
Optimize Your Ads Regularly
As a rule, online ads decline in performance as they age. So, it’s important to optimize them regularly, which will breathe new life into them. After all, you want to get the most out of what you have already. Update your campaigns periodically, so they don’t end up in the online graveyard. And be sure to rotate your ads, as that will keep them looking fresh in the eyes of the consumer. This will not only improve your click-through rate, but it will also improve your conversion.
Always Look at Your Data
As stated before, the advantage of digital marketing is that you have access to certain data, which can help you to look at the performance of your campaigns. So, it’s important to study this carefully. That way, you can identify which ads are doing well, and you can alter or remove the ones that have fallen short. This is always a good practice – whether you’re using the CPM model or not. After all, you want to get the most out of your ads.
Pay special attention to the click-through and conversion rates for every one of your campaigns, as this will tell you which ones are performing well and which ones are not. That way, you can optimize the ones that aren’t performing as well.
The bottom line is that every advertiser has an incentive to keep their campaigns performing well because they want to get a solid return on their investment. And ad companies want to make sure they’re performing as well, because their clients will most likely go somewhere else.
Finding the Right Ad Company
If you want to get the most out of your CPM marketing campaigns, you need to have the right ad company. And Adsnik Media has everything you need to keep your campaigns performing in the best manner possible. So if you want to find out how they can help you, get in touch with them today!