Cost per mille versus cost per click


CPM and CPC are two commonly used advertising models in the digital world. Understanding the differences between the two is crucial for businesses that want to maximize their advertising budgets. We will share an in-depth comparison of CPM vs CPC, explaining their differences, advantages, and disadvantages.

CPM stands for cost per mille, also known as cost per thousand impressions. Advertisers pay a set rate for every thousand impressions their ad receives, it allows advertisers to reach a large audience at a relatively low cost. However, it may not be the best option for campaigns that are focused on driving conversions.

On the other hand, CPC stands for cost per click, and advertisers pay for every click their ad receives. CPC is a tailored for campaigns that aim to drive conversions or increase website traffic. It is a more targeted approach that allows advertisers to pay only for the clicks they receive, rather than the number of impressions.

Now, let’s delve deeper into the differences between CPM and CPC.

CPM vs CPC: Differences

Pricing model

  1. As previously mentioned, CPM is a pricing model based on the number of impressions, while CPC is based on the number of clicks. Meaning that CPM is more suitable for brand awareness campaigns, while CPC is better for campaigns focused on conversions.


In CPM, advertisers pay a fixed rate for every thousand impressions, versus CPC, where advertisers pay only for the clicks they receive. This means that CPC can be more cost-effective for campaigns that aim to drive conversions.


  1. CPM allows for broader targeting, as advertisers pay for impressions rather than clicks while CPC, on the other hand, allows for more precise targeting, as advertisers pay only for clicks. Making CPC king when targeting for demographic or specific interest.


  1. CPM is generally better for increasing brand awareness, as it allows advertisers to reach a larger audience. However, it may not be as effective for driving conversions. CPC, on the other hand, is better for driving conversions, as advertisers pay only for clicks.

CPM vs CPC: Advantages and Disadvantages

CPM Advantages:

  • Cost-effective for brand awareness campaigns
  • Allows advertisers to reach a larger audience
  • Offers better visibility and exposure

CPM Disadvantages:

  • May not be effective for driving conversions
  • No guarantee that ads will be clicked
  • Advertisers may pay for impressions that do not result in clicks or conversions

CPC Advantages:

  • Cost-effective for campaigns focused on conversions
  • Advertisers pay only for clicks received
  • Offers more precise targeting options

CPC Disadvantages:

  • Can be more expensive than CPM for brand awareness campaigns
  • May not be as effective for increasing brand visibility
  • Advertisers may pay for clicks that do not result in conversions

CPM vs CPC: How Does This Affect My Revenue?

The choice between CPM and CPC ultimately depends on the advertiser campaign goals. If they want to increase brand awareness and reach a large audience, CPM may what they’ll chose. However, if they want to drive conversions and increase website traffic, CPC could be the more effective model.

Understanding the differences between CPM and CPC is crucial for your business when you want to make the most of your advertisers budgets. It also translates to publishers or content creators that manage websites. The more your content is tailored to an audience, the easier it will be to attract specific advertisers to your corner, and really pump revenue into your pocket. 

We have amazing ad strategy teams ready to talk about how to exactly achieve those milestones. We can talk shop around content, ad strategy, ad placements, anything you need to thrive and see the revenue climb. 

Talk to a ad strategy expert today!

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