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it all depends, doesn't it:)
You posted some interesting numbers.
I'm very interested in why CPM is higher than CPC? (that is PPC/overture/partner type deals isn't it?
for example, I'm trying to evaluate and Overture campaign, which appears to have done much better than my CPMs, some of which may not have been as highly targeted because they are very low - less than 1% in some cases. but the duration of the campaign is only the last 6 or so weeks of the year, holiday shopping season -so i would expect Click-thrus to be semi high - i'm seeing a range between 6%-17% depending on the product brand. that would seem unusually high..so i'd worry about fraud, except that traffic AND Sales were up 48-50% over last year, when there was no campaign in place.
similiarly, my AdWords have higher % of clicks when the impression volume is lower. so i don't know if it's a comparative figure.
paynt, thanks fo that article - i had seen a similiar one last week, it'll be very interesting to see new standards set up.
>why CPM is higher than CPC?
When talking banners from ad brokers (doubleclick, burst), which is what I believe Brett was mentioning, CPM is paid by impression, and CPC is paid by the click. CPM advertisers have traditionally sold highly clickable banners (they get more clicks for the buck), and CPC advertisers have typically sold branding type banners while only paying for clicks.