Thursday, February 15, 2007

Google Displays Love for CPC

Advertisers who like to control the Google partner sites where their display ads run can now choose to pay per thousand or per click. Google is giving more flexibility to advertisers, according to MediaPost.

Google has been notorious for allowing click fraud to thrive on its network partners sites, so allowing advertisers to choose which sites their CPC ads run on is not an option but a requirement. I wouldn't have a lot of faith in Google's oversight of a CPC display network.

Advertisers will have to take a hard look at the economics to see if CPM or CPC is the best way to spend their money. Display advertising is often more about branding that spurring user action, but since the cost is lower, you can accept that not everyone will get your message.

Is it better to pay $10 for each 1,000 people who probably saw your ad, or $50 per thousand for clicks that may or many not be genuine? That's a serious questions for marketers to ask before they start a campaign.

By John Gartner at 01:25 PM | Comments (0)

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