What Is CPM & How to Calculate CPM in Google Ads?

Reliqus Marketing

09 May 2023


CPM stands for cost-per-thousand impressions. It is a bidding strategy in Google Ads where you pay for every 1,000 times your ad appears on a website or mobile app. 

With CPM bidding, you are not charged for clicks on your ads, but for the number of impressions or views. This means that you are paying for the opportunity to have your ad seen by potential customers, regardless of whether they click on it or not.

When Should You Use CPM Bidding?

CPM (Cost-per-Thousand Impressions) is a bidding strategy in Google Ads that allows advertisers to pay for every 1,000 impressions of their ad. While this may not be the best option for everyone, there are certain situations where CPM can be particularly useful.

Firstly, businesses that focus on brand awareness would benefit from using CPM. Since the goal of these ads is to reach as many people as possible with the message rather than drive immediate conversions, paying per impression makes more sense than paying per click.

Secondly, if your ad has a very specific target audience and you want to ensure they see it multiple times, CPM bidding might be a good choice. For example, if you’re promoting an event in a local area and want to make sure people within a certain radius see your ad enough times to remember it – then CPM would work well.

If you have content-heavy ads such as videos or interactive ads which require more attention from users before they convert – then choosing CPM will help increase their visibility among relevant audiences.

Why Is CPM Important?

CPM, or cost-per-thousand-impressions, is an important metric for advertisers to consider when running campaigns on Google Ads. CPM allows advertisers to gauge the effectiveness of their ad placement and determine if they are reaching their target audience.

One reason why CPM is important is that it enables advertisers to compare the performance of different ad formats. For instance, an advertiser can use CPM metrics to determine whether a video ad or display banner performs better in terms of generating views and clicks.

Additionally, CPM allows businesses to budget effectively by providing insight into how much each impression will cost. This information helps marketers make informed decisions about how much they should spend on advertising and where they should allocate those funds.

Furthermore, tracking CPM over time can help marketers identify trends in user behavior and adjust their strategies accordingly. By analyzing changes in engagement levels across different channels, businesses can optimize their marketing efforts more effectively. Understanding why CPM is important is crucial for any business looking to maximize its return on investment (ROI) from digital advertising campaigns. By leveraging this metric effectively, companies can optimize their marketing strategies and achieve greater success online.

How to Calculate CPM in Google Ads?

To calculate the cost-per-thousand impressions in Google Ads, use the following formula:

CPM = (Total cost of impressions / Number of impressions) x 1000.

Example of CPM calculation

Let’s say you ran a display campaign and received 50,000 impressions at a total cost of $150. To calculate the CPM, you would use the following formula:

CPM = ($150 / 50,000) x 1000 = $3.00

This means that your cost per thousand impressions (CPM) is $3.00.

What Is a Good CPM?

One of the most common questions that advertisers ask when using CPM bidding in Google Ads is, “What is a good CPM?” The answer depends on several factors. However, it’s important to note that what may be considered a good CPM for one industry or campaign objective might not be ideal for another.

The average CPM across all industries and ad formats ranges from $1 to $10. However, some businesses may see higher or lower costs depending on their specific audience targeting and competition levels. For instance, if you’re running an ad campaign during the peak holiday season when competition is high, you should expect a higher-than-average CPM.

Another factor to consider when determining what constitutes a good CPM is your advertising goals. Are you trying to increase brand awareness? Or are you aiming for direct response conversions? Brand awareness campaigns typically have higher CPMs as they focus more on reach rather than immediate conversions.

Understanding what makes up a good CPM requires evaluating various factors such as your industry, target audience, and objectives. It’s essential to test different bids and strategies until you find the right balance between cost and performance for your specific needs.

What are the Advantages of using CPM bidding in Google ads?

CPM bidding, which stands for “cost per thousand impressions,” is a method of online advertising that has several advantages. Here are some of them:

  1. You only pay for ad impressions: With CPM bidding, you pay for every 1,000 times your ad appears on a website or app, regardless of whether anyone clicks on it. This can be an advantage if you’re trying to increase brand awareness or exposure.
  2. Predictable costs: CPM bidding allows you to set a maximum bid for every 1,000 impressions, so you know exactly how much you’ll be spending. This can help you manage your advertising budget more effectively.
  3. Easy to measure: Because you’re paying for impressions, it’s easy to measure the success of your campaigns by tracking how many times your ad was shown. This can help you make informed decisions about future advertising strategies.

What are the Disadvantages of Using CPM Bidding in Google ads?

CPM bidding in Google Ads has some disadvantages that you should consider before using it. Here are some of them explained in simple language:

  1. Limited control over ad placement: When you use CPM bidding, you don’t have much control over where your ads will appear. Google will place your ads on websites and apps that it thinks are relevant, which can result in your ad showing up on websites that aren’t a good fit for your business.
  2. Higher costs: CPM bidding can be more expensive than other bidding methods, such as cost-per-click (CPC) bidding. You may end up paying for impressions that don’t result in clicks or conversions, which can drive up your advertising costs.
  3. Less focus on performance: With CPM bidding, you’re paying for impressions, not clicks or conversions. This means that you may not be as focused on the performance of your ads, since you’re not directly paying for clicks or conversions.
  4. Limited targeting options: CPM bidding doesn’t offer as many targeting options as other bidding methods, such as CPC bidding. This can make it harder to reach your target audience and can result in wasted ad spend.


we understand the importance of using the right bidding strategy in your Google Ads campaigns. CPM bidding is one such strategy that can help you reach a large audience and increase brand awareness. By using CPM bidding, you can calculate the cost-per-thousand impressions, which can help you determine the effectiveness of your ads and optimize your campaigns for better results. Our team of experts can help you set up and manage your CPM bidding campaigns, ensuring that your ads are seen by the right people at the right time.

Related Article: The Importance of Quality Score in Your Google Ads Campaigns

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