I've been using Adwords for some time now, and have experimented with both CPC- and CPM-based campaigns. For the last while I've been sticking to the CPC campaign as I'm finding the average cost per click is significantly lower compared to the CPM campaign. Is there any situation where a CPM-based campaign would be more beneficial than a CPC-based campaign? Anyone out there using a CPM-based campaign over a CPC-based campaign?
I prefer CPC campaigns . CPM would be helpful when you are sure that people would remember your url and they will use it later on
I don't use CPM but I can see times when it would be better than CPC. For example, once you know your click and conversion rates on CPC, you may find you may make more profits by using CPM. So say your CPC campaign gets 10 clicks per 1000 at 50 cents per click, that's $5 total spend for 1000 impressions. But if you only get a more typical 1 click in 1000, it likely is not worth it.
I've found that google has already computed the cpc and cpm to be about the same no matter what you do. CPM is usually used in media buys moreso then adwords, but on the content network you can buy image or text ads on a cpm basis at a slightly lower cost then cpc.