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Advertisers and business owners alike went into full-on freak mode this month after Business Insider released an article titled “Google Just Admitted More than Half of the Ads It Serves Are Never Seen.”
According to the article, “Advertisers are potentially throwing half of their budgets away every time they pay for display ads. Some 56.1% of all the impressions served on the Google display platforms could never have been actually seen because they were served outside of the browser window.”
In order to understand whether this news impacts your business, you need to know if whoever is running your campaign is paying on a cost per mille (CPM) model or on a cost per click (CPC) model.
- Cost-per-Mille (CPM) – cost per thousand impressions; advertisers pay a specified amount for 1,000 impressions. Just as a reminder, an “impression” is registered every time your advertisement shows up on a page—regardless of whether the searcher actually views it or clicks it.
- Cost-per-Click (CPC) – the amount, per click, an advertiser pays a search engine for one click.
What’s Better—Cost Per Mille or Cost Per Click?
At Blue Corona, our PPC specialists generally use the cost per click model rather than paying for impressions. Generally, we have found it’s approximately the same cost, but it may vary. Now that that article came out, I would be cautious to use the CPM. After all, we don’t know when the ad is being seen versus when it isn’t.
Improving Ad Visibility Across the Google Display Network
In addition to targeting people who are actively searching for your products or services via search engines, you can also build brand awareness and encourage future deals with display and remarketing ads across the Google Display Network.
Use Audience Segmentation
While the overall purpose of the Display Network has generally been for, like I said, awareness, Google is trying to change that. This month on the Inside AdWords blog, Google recommended using three different segmentations on the Display Network in order to target customers at various parts of your sales funnel:
- Affinity audiences: Reach TV-like segments at scale to drive brand awareness
- Custom affinity audiences: Find niche segments that you custom-tailor for your brand
- In-market audiences: Reach customers while they’re actively browsing, researching, or comparing products related to a category you choose
In addition to using these different segmentations, here are other ways to improve your ad visibility on the Display Network:
Try to Get Your Advertisement Above the Fold
Above-the-fold ads are the most viewed:
Use Vertical Ads
Vertical ads are the most viewable out of all the ad sizes.
Need Help with Your PPC Campaign?
We invite you to check out our PPC training blog series, PPC Me Now or fill out a free PPC analysis below. Our pay per click specialists are known drastically reducing company’s cost per click, maximizing their conversion rate, and achieving their goal cost per lead.
About The Author:
Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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