CPC a new option for some Google advertisers

Starting next month, some Google advertisers will be able to choose cost-per-click (CPC) advertising options for their display advertising campaigns. The CPC option will be for AdWords customers to place display ads on specific websites.

by Kristina Knight

"CPC bidding has often been requested by advertisers who would like to utilize site targeting, but are not comfortable bidding on a CPM basis," was written on the AdWords blog.

Google is currently looking for advertisers to take part in the pilot program. According to a writer on the AdWords blog, the new options will give advertisers greater flexibility and greater control over their advertising campaigns. The site targeting option, especially, is garnering a lot of attention because it allows marketers to choose specific websites to place their ad on. Advertisers have not been able to choose specific sites in the past, so targeting sites should lead to increased revenue for the advertisers.

Until the program begins, marketers can only purchase display ads on a cost-per-thousand (CPM) basis, and then must use the site targeting option to choose the specific websites on which they will advertise.

According to Google, many advertisers have been requesting CPC options in their ad programs either because of the site targeting option or because they are reluctant to bid on a CPM basis.