Is CPM advertising right for your business?

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 CPM can solve several issues for businesses struggling with marketing. This pricing method will often work best for newer or smaller businesses still trying to figure out their marketing angle.

Nevertheless, larger businesses can still benefit from CPM advertising, especially as part of a larger marketing campaign. The lower cost and barrier to entry also makes CPM ideal for businesses with a smaller marketing budget or a business still trying to figure out their marketing budget.

To figure out if CPM is right for your business, you will need to evaluate what this method can offer and if what it offers can give you an ROI that you can appreciate. Any business can try CPM, so it’s not a case of going all in on this method from the very start.

You will learn if it’s right for your business or you may realize the offerings of a different advertising pricing method would suit your business goals better. As far as small business marketing strategies go, CPM will often sit above other ad pricing schemes for the reasons previously mentioned.

Should you display ads on your website?


If you want to make a website, you will likely ask yourself whether you should display ads on your site or not. There’s no one answer to this question as it will depend on your business and your business goals. Ads can bring in revenue, but they can also distract from what you’re offering on your site.

If you do choose to place ads on your website, you might consider using the CPM pricing model to get paid. If you run a website that facilitates CPM advertising, advertisers pay you a certain amount for every 1,000 impressions. Thus, CPM marketing can potentially generate a significant amount of revenue if you run a website that gets a lot of traffic and has advertising inventory to offer.


To run a successful cost per mille campaign, you must do your due diligence to make sure you give the campaign the best chance to work for your business. You could always start the process and let it run without a second thought, but most marketers know that any type of advertising campaign requires a bit of upfront planning. To help you get started, we’ve listed some of the steps you need to take in order to find success when using CPM.


Determine your budget and risk tolerance

Before you begin, set aside a budget for your CPM campaign. Most importantly, you should stick to that budget. Additionally, you need to assess your risk tolerance. Marketing campaigns represent an investment, and all investments come with inherent risk. Can you or your business afford to lose the amount of capital you’re budgeting for this project?

While CPM may be an effective cost strategy, those costs can begin to add up over time. If you just want to test CPM and see what to make of it, then start with a smaller budget.

Carefully time your campaign

A thousand impressions can go by quickly. You should consider exactly when you want to run your CPM advertisements rather than running them the moment they’re ready. Seasonality can affect who sees your ad and who doesn’t.

Additionally, CPM rates do fluctuate and can change season by season. Rate changes can also occur around large holidays or events in specific industries.

Choose an ad platform

Choosing an ad platform can require a great deal of consideration. You’ll find there’s quite a number of dedicated advertising platforms out there, and various other platforms that also include marketing services exist.

The Google Display Network is probably the best-known platform for bidding on display ads, so creating a Google Ads account wouldn't be a bad place to start. However, if you want to communicate a specific message to a carefully targeted audience, then you should look at which advertising platforms cater most to that audience.

For example, if you want to advertise on social media rather than on websites, then check to see if the social media site offers an ad platform that includes CPM. Most social media sites do have such services, so you may find it more beneficial to use those services specifically for those platforms.


Create the ad

Create your ad and pay close attention to every element of the ad. If in doubt, research best practices for specific types of advertisements and utilize them. What works best for ads in one industry may not work for ads in a different industry. Keep these things in mind when creating your ad. Your options for creating an ad can have some limits depending on the advertising platform you’re using.

Track performance

Once your ad goes live, you should pay close attention to how it performs by setting up data tracking features. A key benefit of CPM advertisements is that you can collect data on your advertisements quickly and learn more about what you can try with your next CPM advertisements.

Optimize your digital marketing strategy with Mailchimp

Cost per mille (CPM) and other types of digital marketing strategies have grown more complicated and time-consuming over the years. Many businesses don’t want to spend an obscene amount of time learning and refining their marketing efforts when they have to commit time to other business-related activities, such as providing sales support or overseeing product development.

While many digital marketing solutions exist for different features, functions, and platforms, it’s best to have all your needs met on one platform. Mailchimp offers a plethora of digital marketing tools accessible to businesses of any size who want to market effectively without needing an entire marketing department to do so.

If you want to take your business to the next level, then Mailchimp has the platform and tools to help you do exactly that. From building a website to running an email marketing campaign to boosting organic SEO for search engines, Mailchimp can help you build your brand and grow your audience.

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