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Should I Use Pay Per Click (PPC) or Pay Per Impression (PPM) Marketing?

Advantages Of Direct Mail Marketing

PPM Digital MarketingPPC VS PPM Digital Marketing

Advertising via PPC and PPM is the quickest and most sure-fire way to get your advertising message in front of thousands of people immediately. Other digital marketing advertising methods, like SEO or email marketing, require several weeks to “ramp up” in terms of traffic. With paid advertising, you can start placing the advertising message of your brand in front of your target audience right away. Online advertising, encompassing both PPC and PPM, has revolutionized the way brands increase their visibility and reach.

The first question a beginner advertiser asks is what is pay per impression and pay per click advertising?


Pay Per Click advertising is when the advertiser pays only when someone clicks on the marketing message (showing interest in the product or service being offered). With cost per click, advertisers can manage their budget by paying only for the attention they receive.


Pay Per Impression is a paid marketing model where the advertiser pays each time an ad is shown to a potential buyer online. The advertiser chooses the price and number of buyers that will see their ad based on their budget. When you opt for pay per impressions ppm, you only pay for the number of times your ad appears, with ‘ppm’ standing for ‘pay per mille’, or per thousand impressions.

It’s hard to say which is best for your business and your industry. If your goal is optimization of existing, profitable campaigns, this is typically a question best left to the professionals, but if your goal is just to start somewhere with paid advertising, we’ve found that Pay Per Click ads are lower risk and more predictable.

With Pay Per Click advertisements, you remove a major variable – click-through rate (CTR) – from your ad profitability calculations. When you use PPM advertising, you have to calculate the percentage of users who click your ad and the percentage of people who buy your advertised product, then compare this against the lifetime value of the customer to determine whether or not the advertising is profitable. With PPC advertising, you don’t really care what percentage of users click your advertisement, you only pay for the ones that do. Your goal, then, is just to get as many high-quality clicks (from people likely to buy) as possible. This is one of the main differences of impressions vs clicks. Brand awareness can be significantly boosted by PPC ads, as you only pay for the actual engagement with your ad, making it a cost-effective choice for many businesses.

Why Use Pay Per Click

We strongly feel that if you’re asking the question of whether you should use PPC or PPM advertising, you are best suited for PPC, which is far easier to experiment with than PPM. That is our opinion on pay per click vs pay per impression. Businesses who do not take advantage of PPC are missing out. Contact us for more on PPC and PPM marketing solutions!

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I'm the Director of Digital Services and Partner at Ballantine, a family-owned and operated direct mail & digital marketing company based in New Jersey. and started in 1966 by my great uncle!