Google Ads Fundamentals: Campaign Strategies.

CPM: Cost Per Mile > Cost Per Thousand:

Pay every time the publisher serves your ad.
Goal: to raise brand awareness

Most often used to raise awareness of your company or product rather than persuade customers to buy right now.

CPC: Cost Per Click

Cost-per-click (CPC) pays each time someone clicks on your ad, regardless of what happens afterwards.
Goal: to drive traffics/web visits to a site

This works well if you’re focused on increasing sales or website traffic by bidding—manual or automatic.

CPA: Cost-per-acquisition

Pay only if a user sees an ad on the publisher’s site and later makes a purchase or completes some other desired action on your website.
Goal: to drive online sales

Publishers take on more risk when using the CPA model since there’s no guarantee that someone will click the ad. This can make CPA campaigns a bit pricier than other options, but with higher returns.

vCPM: Cost per thousand viewable impressions

Pay every time your ad is displayed on the screen.
Goal: to raise brand awareness but only pay for impressions measured as viewable

The “v” means the ad is viewable, which is defined as 50% of the ad is shown on the screen for over one second (not buried lower on the page, or displayed on a page where someone navigates away while the page is still loading).

CPV: Cost Per View

Pay for people watching or interacting with your video ad, like clicking on a call-to-action overlay or companion banner ad.
Goal: to increase video views

This is the default option for video ads.


In  short, the most important ones are,

• Goal: Build awareness: cost per thousand viewable impressions (vCPM) or cost per view (CPV)
• Goal: Drive web visits: Cost-per-click (CPC) bidding—manual or automatic.
• Goal: Drive online sales: Cost-per-acquisition (CPA)

(collected)