CPM marketing is one of the most effective and affordable ways to grow your business. It allows you to reach out to a large number of consumers who are actively looking for your product or service. But before you can start CPM advertising, there are some things that you should understand first:
Understanding CPM Advertising
What is CPM advertising? CPM advertising is a popular form of digital media buying where the advertiser pays for each impression. The more impressions you get, the higher your ad will be placed on a page, and thus the more people will see it. With CPM, you can reach people who are interested in your product or service by targeting them by geographic location, age group, gender or other demographics that matter.
“Companies see the perfect results from a CPM strategy when they use it in a brand awareness campaign,” experts like AdRoll say.
Creating a media plan
Before you start creating your media plan, it’s important to define the problem. This can seem like a daunting task at first, but if you’ve already identified your target audience and defined their needs, this step should be straightforward.
Once you’ve figured out the problem that needs to be solved through CPM marketing (or any other type), you’ll want to set some goals for yourself. The most important thing here is that these goals are realistic—and ambitious! You don’t want to set goals that are too low so that when they are achieved, it doesn’t feel like an accomplishment; however, if they’re too high and not achievable within a reasonable timeframe, then it also won’t feel satisfying when reached.
When you’re looking at publishers, choose those that match your target audience and have a high clickthrough rate (CTR). You can also choose publishers that have a high conversion rate. Make sure to check out the publisher’s reputation in the industry as well! A good way to do this is by reading reviews and testimonials from other companies in your industry who have worked with them before.
The more relevant your content is for each publisher site, the more likely it is for people who need to become more familiar with what you sell will be interested in reading about it too!
Choosing the right CPM ad network
One of the first things you will need to do is select the right CPM ad network. There are many options; the best one for you will depend on your business goals and budget.
Consider factors such as:
- The size of the network. Is it large enough to generate a significant amount of targeted traffic?
- Reach the network. Does it reach all countries or just certain regions/cities?
- Cost of the network’s inventory (in terms of cost per thousand impressions). Do they charge more than other networks with similar reach?
Measure and analyze
This is the most important step in CPM marketing, as it will give you the information needed to make future campaigns more effective. You should measure traffic, conversions and revenue from each campaign to see what worked best in terms of audience targeting, ad placement and copywriting. By measuring these metrics (and others), you’ll be able to tell which channels are driving more traffic or sales with their current budget levels—and which ones aren’t working well enough to continue using them at their current budgets.
The key to successful CPM advertising is planning, researching, and learning from mistakes. However, you’ll soon find that it’s a rewarding process that will help you grow as an advertiser.