I'm sure you have all seen the weight-loss ads that say something to the effect of: "I lost 100lbs in a week by following this 1 old rule!". Now I've been doing PPC for awhile, both as an advertiser and a publisher, and just imagining the sheer cost of that campaign is staggering to me. They are advertising on MSN, Yahoo, and Google ad networks, and more I'm sure. Add to that the fact that I see those ads on almost every website that runs ads, as most of you do as well, and the implications are amazing. So enough preamble: Here's the question: How much do you think that this particular campaign must be spending each month on PPC to get that kind of coverage?
No doubt, nobody knows exactly how much these campaign spend per day... These campaign with large coverage may have two purpose, to get people to click their ads or to get impression ONLY. The CPC may be vary because if their CTR is high, their cost may drop. On the other hand, if they just want to get a lot of impressions, they just need to bid high enough to get on first page.