We offer two unique bidding models for Native and Push: CPM (cost per thousand) and CPC (cost per click). Each bidding model has benefits depending on the type of offer you're running and your advertising strategy.
When to use the CPM bidding model
- If your offer appeals to a large audience | If your offer appeals to a large audience, the CPM bidding model may be less expensive for you and can help you to increase your ROI.
- To control how much you spend on your ad groups, per 1,000 impressions | Of course, you can always increase bids on high-performing channels, sites, and apps!
- To receive steady volume | Your volume is less likely to fluctuate when you bid per 1,000 impressions. As long as you're reaching your budget, you can expect a fairly steady flow of traffic.
When to use the CPC bidding model
- If you only want to pay for qualified users who are interested in your ad | With CPC, you only pay if a user expresses interest in what you’re offering by clicking on your ad.
- To get exposure (for free!) even if a user doesn’t click | If a user doesn’t click on your ad, you won’t pay, but you’ll still get the exposure.
- To control how much you spend on your ad groups, per click | Of course, you can always increase bids on high-performing channels, sites, and apps!
- To receive steady pricing | Know exactly how much you’re paying each time a user clicks your ad.
TIP: If you’re just beginning to run an offer, you can create one ad group using the CPM bidding model and one using the CPC bidding model. After you begin sending traffic to each ad group and collecting data, you may find that you receive a higher ROI with one over the other.
How to assign a bidding model to an ad group
To select a bidding model for a new ad group, head over to the ad group’s Settings page and scroll down to the Default Bid section where you can select CPM (the default) or CPC from the dropdown.
NOTE: Bidding models cannot be changed after an ad group is created, even if you copy the ad group.
TIP: A workaround for editing an existing ad group's bidding model is creating a new ad group within the same campaign, then selecting your desired bidding model and customizing any additional settings. Upon saving, you'll be prompted to add a new creative, which you may skip by clicking the new ad group's name at the top of the page. Finally, copy the creatives from the original ad group to the new one, then pause or archive the original ad group.
TIP: When you select your bidding model, your Suggested Bid will update as well.