Beginner’s Guide to Cost Per Impression Advertising


General Information on CPM Advertising


CPM stands for “cost per thousand impressions, and advertisers that use CPM advertisements will set their desired price for all 1000 advertisements served and pay each time their advertisement appears on a display network. 


The advantage to CPM (cost per impression) is that the publisher can receive revenue every time the advertisement is viewed on their webpage.  A CPM advertisement has the largest benefit to law firms because it encourages a strong brand, and some important information on cost per thousand impressions falls below.


Payouts from CPM (Cost per Impression)


In cost per impression advertising, an advertising agency will recruit firms and other businesses for a campaign.  The agency will coordinate different websites together to run the advertisements, and the agency will look at different demographics and see how the advertisement is relevant to the website. 


More importantly, a firm has the right to accept or deny websites that will run their advertisements in cost per thousand impressions advertising.  The firm will have to pay the agency a percentage for CPM (cost per impression), and the other percentage will be paid to the website hosting the advertisement. 


How much does a website make from Cost per Impression?


There is no definite answer to how much a website can make off cost per thousand impressions advertising.  Agencies can charge prices anywhere from20 cents to amounts of $15 or more.  Most agencies will provide you with updated information on how much you’re making off of CPM (cost per impression), and you can find more information on recommended articles about CPM calculators.


Why will a website drop certain Cost per Impression ads?


A mentioned above, most agencies will let a legal website accept or reject cost per thousand impressions ads.  Some publishers may dislike certain kinds of CPM (cost per impression) ads such as pop ups or video ads.  Additionally, a legal website may feel that the cost per impression ad is actually competing with their website. 


Does a publisher profit the most from CPM advertising?


Legal websites and blogs do not typically make a large percentage of their profits from cost per thousand impressions.  Most legal websites make the majority of revenue from subscriptions and indirect profits after providing counsel to clients. 


Instead, most legal websites and blogs rely on CPM (cost per impression) advertising to bring in traffic because the profits from CPM advertising will usually fluctuate from month to month. 


Can a website use more than one Cost per Impression Agency?


There is no direct answer to this question either.  Some agencies will make a firm sign a contract that states they are the sole holder of the advertisements and only they can handle the cost per thousand impressions. 


Some legal websites do in fact embrace several different agencies for CPM (cost per impression) advertising, but the majority of legal websites and blogs will only use one CPM advertiser to keep operations and logistics of the website simple. 


How long with a Cost per Impression contract last?


Again, there is no direct answer for this question.  Contracts for cost per thousand impressions can last anywhere from a trial period to a month or even a year.  However, most agencies are willing to end your contract for CPM (cost per impression) at any time to keep clients satisfied. 


If an agency offers a contract for CPM, a website—even if the website is run by a group of attorneys—should usually have an attorney who specializes in advertising contracts review the document. 


Potential Disadvantages for an Attorney and Cost per Impression Advertising


If an attorney or a law firm is running a website and decides to include cost per thousand impressions advertising on the margins of their website, readers and other attorneys may view the advertisements as unprofessional in some cases.  Also, you don’t want the CPM (cost per impression) ads taking readers away from your website if the advertisement offers similar legal advice.  


Potential Advantages to CPM Advertising


There are several possible advantages to cost per impression advertising.  For one, a firm who advertises their services can bring in customers to their  legal website that may not have been brought to the website from PPC advertising for example. 


Additionally, a firm or attorney who runs cost per thousand impressions on their website may be able to make a significant amount of money every month.  The biggest strategy to making money off of CPM (cost per impression) advertising is delivering useful content, a strong SEO strategy, and running CPM ads that relate to your business and even offer services that your firm cannot offer. 


When to Consider Running Cost Per Impression Ads


·         your CPM campaign will only target a display network, not a search network

·         your cost per thousand impressions ads are there to increase awareness, not necessarily clicks to your actual website

·         you need to target specific placements on a website with CPM (cost per impression), and you can target cost per impression ads if the agency offers bidding

·         try to increase brand awareness with cost per impression advertising by considering images and other multimedia


While considering cost per thousand impressions, you need to consider what type of advertising campaign is best for your budget, intended audience, and more.  You should always consider other types of advertising apart from CPM (cost per impression) such as PPC and CPA advertising.  In order to know what type of advertising is best for your services, you should consider using tools under large providers like Google AdWords, SEOmoz, Yahoo,  or other providers on the internet. 

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