Should you bid CPM or CPC?

Should you bid on a cost per click (CPC) or cost per thousand impressions (CPM) basis?

There’s a lot of debate on this topic, which is really silly. It’s either a simple mathematical calculation, or a philosophical discussion without basis in reality.

The answer is, what’s your CTR?

If your CTR is high enough, CPM is the winner. If not, go CPC.

This calculator shows you the breakeven CTR. Anything better, and you’ll get more clicks for less money with CPM.

Enjoy, and please share widely.

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