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CPM / CPC do we get a choice?
david_uk




msg:1392309
 6:39 am on Apr 27, 2005 (gmt 0)

I have a couple of pages where I get a lot of visits, but few clicks therefore I don't run adsense on those pages. But I would be interested in running a cpm campaign.

As far as I can see, if google decide who'se ads show based on the highest bid, then I can't see how cpm advertisers will be selected over advertisers that pay well on cpc or have directly targetted your site.

I don't want the highest bidders in this particular instance, as I know the page won't generate the clicks. I'd opt for purely cpm advertisers on those pages.

So the question is, will we get the choice to opt for cpc, cpm or both on a page-by-page basis?

 

jomaxx




msg:1392310
 7:09 am on Apr 27, 2005 (gmt 0)

The competitive bidding may be based on what CPM is earned by CPC on that page, in which case your efforts would be for naught.

In any case, I doubt publishers will ever be given this degree of control for the very reason you're asking for it: every publisher would want to run CPC ads on their high-CTR pages and CPM ads on their low-CTR pages. Both ways the advertiser would be getting the short end of the stick.

david_uk




msg:1392311
 7:21 pm on Apr 27, 2005 (gmt 0)

In any case, I doubt publishers will ever be given this degree of control for the very reason you're asking for it: every publisher would want to run CPC ads on their high-CTR pages and CPM ads on their low-CTR pages. Both ways the advertiser would be getting the short end of the stick.

I don't know about this - are they?

There are advertisers that want to run a low budget cpm campaign. They know that their campaign isn't going to out-bid site targetted ads and high bidders on cpc, but *would* like decent exposure on well visited pages that have some relevance to their adverts. If they don't have to outbid some very serious cpc bidders to run a good campaign they would surely be winners?

It's Google that are introducing the new features to please advertisers, so is it fair to assume that Google is giving them what they want? Us webmasters can only work within what Google wants to do.

My site gets an eCPM of >$30US and has done for some months - it's not a freak spike. I don't pretend to understand the metrics of it all, but I can only assume that somewhere along the lines the program must work for the advertisers, otherwise this figure wouldn't be high and sustained.

As I see it, Google is giving the advertisers the opportunity to target sites that work for them, and not have their ads on joe's blogspot - unless joe's blogspot happens to work best for them of course. By being able to target specific sites, the advertisers ROI is going to dramatically increase. Therefore, to get clicks that convert, logically they would be happy to bid more for them, and save the money by not paying for clicks that don't convert. Surely they are winners too?

I'd suggest that the likely losers will be sites that don't work for advertisters - not the advertisers themselves.

ken_b




msg:1392312
 8:09 pm on Apr 27, 2005 (gmt 0)

As far as I can see, the only choices we have is image ads vs expanded text ads. Or to use the yrl filter.

Not sure though.

asianguy




msg:1392313
 9:19 pm on Apr 27, 2005 (gmt 0)

david_uk, why in the world would you run CPM if you are not even making money from CPC.

Even if you have lots of traffic, the few clicks from CPC will beat the CPM earning, so why bother?

lol

david_uk




msg:1392314
 9:36 pm on Apr 27, 2005 (gmt 0)

david_uk, why in the world would you run CPM if you are not even making money from CPC.

I actually do very well on the cpc banners I run on the rest of the site. What I'm looking to do is to monetise pages where I've run various ad formats, yet whatever the format is, they get very few clicks. The visitors to these pages typically come from various blogs, and not from the sources that I get the traffic that is most relevant to the site topic.

I do make money on them from Fastclick, but I'd like to try the Google version to see how it compares. If I simply put a Google banner on the page, then it will fill up with ads that do well on other pages, but not on these particular pages. Therefore I earn virtually nothing. I may do better by having only cpm ads in the banners on these pages. Having the choice would be nice.

Even if you have lots of traffic, the few clicks from CPC will beat the CPM earning, so why bother?

Simply because I think I may do better on these particular pages with cpm. I know that cpc doesn't work, but as the pages get a lot of views, cpc might.

tlainevool




msg:1392315
 10:06 pm on Apr 27, 2005 (gmt 0)

One reason Google might not give publishers fine-grained control in CPM vs CPC ads is that they would put all the CPM ads in bad positions (i.e. the bottom of the page) and save all the good positions for the CPC ads.

asianguy




msg:1392316
 10:09 pm on Apr 27, 2005 (gmt 0)

david UK, can you tell me where do you go and how did you do it to highlight and paste my thread because, I like to respond to a post along with the person's thread.

jenkers




msg:1392317
 10:19 pm on Apr 27, 2005 (gmt 0)

isn't the gist of all this that if CPM campaign advertisers do target your website - on pages where your eCPM for CPC is higher than their bid (i.e where the CPC ads perform well) their CPM ads will not be shown. However on pages where the eCPM for CPC is lower than the CPM bid then the CPM advertisers CPM ads would show. This is how I see it working - apologies if I've missed something obvious.

(edited for clarification but suspect I may have failed)

FromRocky




msg:1392318
 10:39 pm on Apr 27, 2005 (gmt 0)

can you tell me where do you go and how did you do it to highlight and paste my thread because, I like to respond to a post along with the person's thread.

When you make a reply. Look at your left, you will see a link, called Style Codes [webmasterworld.com]. Click on it and you will see how it works.

The competitive bidding may be based on what CPM is earned by CPC on that page.

or

on pages where the eCPM for CPC is lower than the CPM bid then the CPM advertisers CPM ads would show.

Your page eCPM and CPC have nothing to do with the Google's algorithsm for the ad placement on your page. They're the by-products or results of this placement.

hyperkik




msg:1392319
 5:30 pm on Apr 28, 2005 (gmt 0)

Does anybody know if CPM returns will display by channel, or will you only get a result by site?

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