CPC vs vCPM Bidding in Google Adwords
Cost Per Click (CPC) and Cost Per Mille (Viewable Cost Per Thousand Impressions or vCPM) bidding are two of the main bidding strategies for paid advertising that you might have already heard of. But what are they, and when should you use them?
Manual CPC is the default bidding strategy for a Paid Search Campaign in Google Ads and is the best strategy to use to drive traffic to your website. With CPC Bidding you will pay for each click on one of your ads, you won’t be charged for your ad to be seen so you can get lots of impressions without paying out any money.
You can set your maximum Cost Per Click for each Keyword or Ad Group to help control what you spend on your traffic.
Maximise Clicks is the other CPC-based strategy, although this is one of Google’s Smart Bidding Strategies. Once you select Maximise Clicks on one of your campaigns, Google will automatically adjust your Maximum CPCs to get your the most traffic for your budget. This is the recommended strategy if you are trying to send the most traffic to your website and have a limited (or small) budget to stick to.
vCPM bidding focuses much more on brand awareness than traffic to your website. With vCPM (or Viewable Cost Per Mille) you are charged for each thousand impressions your ad receives that are considered ‘viewable’. vCPM bidding is not available for Search Network Only campaign types and is generally used with Text or Banner ads on the Display Network.
Like with CPC bidding, vCPM will allow you to pick a Maximum vCPM which is the most you would like to pay per 1,000 ad impressions. You can set your maximum Cost Per Thousand Impressions for each Ad Group, Placement or other targeting method, to help control what you spend on your impressions. Be careful when using vCPM Bidding though, as you may not always receive clicks on your ads as you are bidding purely to get your ads seen. You should however keep an eye on your View Through Conversions as this will help you determine how many people converted after seeing your ads.