Setting your goal is the most important step in the campaign process, as it will inform every other aspect of your campaign. You need to have one, clear goal. The goal will dictate whether your strategy should be CPM, CPA or CPC based.
Cost Per Thousand Impressions (CPM)
This strategy purchases ad space based on the number of impressions served, which equals the number of times the ad is loaded.
Best For: Increasing Brand Awareness, Driving Site Traffic and Conversions, Sales, Sign-ups and Submissions
What You Need to Know: When paired with a performance optimization algorithm, it can be an extremely versatile strategy that will help drive success towards any goal.
Cost Per Action (CPA)
This strategy purchases ad space based on the likelihood of a specific action and pays out upon completion of that action.
- Best For: Driving Conversions, Sales, Sign-ups and Submissions
- What You Need to Know: If you know exactly what each conversion is worth to you, this is the most efficient performance strategy. If not, a CPM strategy optimized to a CPA goal may help you figure it out.
Cost Per Click (CPC)
This strategy purchases ad space based on the likelihood of the ad being “clicked” and pays out upon completion of each click.
- Best For: Driving Site Traffic and Measuring Engagement
- What You Need to Know: This can be a great way to drive traffic to things like PSAs or articles that don’t necessitate an action, or to measure how engaging your creative is with your target audience