CPC or CPM for Google Display Network?

[SamMaley]

HI all

I'm setting up my first Remarketing campaign on the display network. I'm targeting those that have visited a specific product page at the moment and therefore there won't be a massive amount of traffic to remarket to - roughly no more than 50 clicks/day.

My question is - what is the best bidding option for a campaign like this? Not sure whether to go for CPM or traditional CPC. I have previously found CPM much better for Facebook but obviously thats very different to Google.

All help appreciated!

[mememax]

hey Sam! Happy to have been of help, I'll double check if I find the way google calculates it just for knowledge.

Happy remarketing!!

[SamMaley]

Thanks for your help, after reading these responses I think I will stick to CPC! As a pointer though, CPM in my experience has worked significantly better/cheaper than CPC on Facebook for anyone interested!

[SamMaley]

That makes sense with regards to Google translating CPM bids, so you cant really gain a benefit of either method - If you pay CPM and get a great CTR, Google will just make it more expensive thereby making it equivalent to CPC.

I asked an Adwords advisor about this and they were clueless - pretty much said its the same either way, didn't see at first how that could be the case (or why they would offer two different methods if they simply tailor them so there is no advantage from either).

Thanks for your help, think I will stick to traditional CPC!

[mememax]

It really depends on which are your purposes. 99% of the tiem remarketing campaigns are pointing to direct response goals. In that sense it may be best to use CPC bidding to better calculate your ROI.

If your remarketing campaign are for branding purposes then a CPM may be the best way to be sure your ad is getting the highest exposure possible.

I think that CPC is the best model in terms of ROI calculations, just depends if you have catchy banners with your phone/branded so you want them to be shown as much as possible or if you have text links pointing to your best converting page.

Moreover. I remember that google translates CPC bids into eCPM ones when competing which means that if your CTR is really low you may risk of paying even more than by bidding with CPM. I can't reckon the exact formula, maybe someone can help here, but I remember that if your CTR is lower than 0,10% you may consider CPM since you're paying much less for 1 click than for a thousand impressions. (need more insight on this)

[DavidKonigsberg]

For re-targeting i always do cpc because after people see an ad a couple of times the predicted click rate drops, So it ends up being cheaper then cpm.