Google recently announced it would allow advertisers to pay for site targeting campaigns, which are nomally CPM based, on a cost per click basis.

To change your site targeting campaign from CPM to CPC bidding is very straightforward.

First, go to the campaign settings of a site targeting campaign. Under ‘Advanced Options’, there is the ability to ‘view and edit options’ under ‘Bidding Strategy’.

Once you click on this button, you will have the opportunity to either CPM or CPC bidding and change the bid amounts.

Once you’ve chosen your starting CPC, then your ad group’s statistics will change. It will no longer display CPM based information, it will look just like a normal ad group (and Google conversion also functions with site targeting campaign).

It will be interesting to compare the pricing (converting CPM to CPC), total impressions, clicks, and conversions between campaigns which have been changed from a CPM to a CPC basis and see which one preforms better.

I’m guessing for new product launches and brand lifts, CPM will work better (if you choose sites carefully), where CPC will be better for ROI and CPA bidders.

Technorati Tags: site-targeting, adwords

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