Cost-per-thousand impressions (CPM)

CPM bidding means that you pay based on the number of impressions (times your ads are shown) that you receive on the Google Display Network. On the Display Network, you'll use viewable CPM bidding to make sure you only pay when your ads are able to be seen. Existing CPM bids will be converted to vCPM automatically, but it's best to update your bids since viewable impressions are potentially more valuable. Learn more about using viewable CPM bids.

  • CPM stands for cost-per-thousand impressions, so you pay for each set of a thousand views of your ad. You set CPM bids to tell Google how much you're willing to pay for that set of impressions.
  • CPM bidding is best suited for advertisers who are focused on brand awareness. For advertisers whose main goal is sales or website traffic, CPC bidding (pay for each click on your ad) might be a better option.
  • You set a maximum CPM (or "max CPM") bid as the highest amount that you're willing to pay for 1,000 views of your ad.

Viewable CPM bidding

With viewable CPM (vCPM) bids, you only pay when your ad is able to be seen by potential customers. This means you're bidding on the actual value of your ad appearing in a viewable position on a given placement.

Keep in mind that using a higher vCPM bid than your CPM bid is usually more effective for winning these more valuable types of impressions. This can help keep your bids competitive and continue to meet your daily budget. Learn more about viewable CPM bids

Adding viewable CPM columns

When you create a new campaign with vCPM bids, make sure to add the columns for Active View metrics to your reporting. That way, you'll be able to see the relevant viewable statistics for your ads. You can add the pre-defined set of columns for Active View  or customize your reporting columns.

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