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Why would anyone ever want to do CPM over CPC ads?
Three reasons, usually:
1) You're trying to raise awareness of something but not necessarily looking for clicks. For sales-oriented companies, this usually applies to PR-type campaigns or other feel good things.
2) Sometimes you can actually get more out of a spend by playing with the charge format. For example, if I have a super engaging ad that I know people will click on 5% of the time, then I might get more clicks by being charged by impressions rather than clicks. This applies less to Facebook nowadays but was a big "growth hack" in the past.
3) Publishers tend to charge by impressions and not clicks since it's a more reliable form of sponsorship. So if you decide to run banner ads through a direct deal, you're usually paying a fixed CPM and not by performance.
Am I wrong, or when you create a campaign with Conversions as objective you're always paying per impressions?
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