什么是CPM，以及为什么您的营销团队应该关心

作为广告商和营销商，重要的是要了解您的广告系列和内容对目标受众的影响。

It's also important to know how much money you need to invest to ensure those campaigns and content are actually seen by your audience.

您可能以前听说过CPM - 这是一个公式和指标，可以告诉您这一点。

In this article, we'll review what CPM is, how to calculate it, and tips on how you can get the best CPM.

CPM含义

CPM in marketing is cost per thousand, also known as cost per thousand impressions or cost per mile. It's a formula that calculates the total ad spend per 1,000 impressions on a web page.

CPM如何工作？

CPM is often used in advertising, marketing campaigns,社交媒体, and digital marketing. It tells you the total ad spend for every 1,000 impressions. Animpression in CPM is how many views/ engagements an ad receives — it's when an ad is successfully displayed to a visitor or audience member on a web page.

Impressions are small units of measure in marketing which is why they're calculated by the 1,000 — this gives advertisers and marketers a better idea of the impact their work is having on audience members.

CPM is an effective top-of-funnel strategy because it helps advertisers garner a lot of attention from a large audience on one piece of content, all on a pre-determined budget.

结果，您将提高品牌知名度和认可，并了解对哪些广告和内容类型在观众中最成功的理解，以便您可以改进

CPM广告

Advertisersoften use CPM. They select an ad publisher to work with based on where they want their ads published and the specific audience they want to get those ads in front of. Then, advertisers pay the ad publisher, often $1-$10+, for every 1,000 ads that are displayed to viewers.

这种广告方法使广告商可以坚持预算，同时确保其目标受众正在大规模看到他们的广告和广告系列。尤其是在移动设备上使用时 - CPM广告是广告商确定其应用程序内广告影响的有效方法。

如何计算CPM

要计算CPM，您需要使用以下公式，该公式指出CPM等于花费的总金额/总广告支出除以总印象乘以1,000。

CPM Formula

How to Get the Best CPM

There are a number of tips and techniques you can apply to help you get the best CPM possible — here are some examples.

1.选择一个广告网络。

There are several networks and publishers available for your CPM ads. Here are five popular options:

• 谷歌的AdSense: Video ads, mobile ads, display ads, text, in-feed ads, in-article ads, matched content ads, games ads
• Criteo：数字广告，上下文广告，移动应用广告，动态广告，视频广告，自助广告
• BuySellAds: Native ads, sponsored content, podcast ads, display ads
• Media.net：上下文广告，显示广告，本机广告，
• Smartyads：奖励视频，本地广告，横幅

2. Pick an ad tool.

You'll also want to identify a CPM and ad tool to help you plan, run, monitor, and analyze your campaigns.

CPM Software

CPM软bob电竞官方下载件通常是广告软件，这意味着它可以帮助您在广告上创建，发布和报告。

For instance, you might choose to use集线器广告软件bob电竞官方下载支持您的CPM策略。

免费开始使用HubSpot的广告管理

HubSpot是唯一的，因为它可以启用CRM驱动的营销 - 意味着您可以使用您的数据CRMto create personalized and targeted ad campaigns and report on the ads that are turning prospects into customers.

使用HubSpot Ads软件，您bob电竞官方下载也可以...

• Segment audiences.
• Personalize ads.
• 报告每个Facebook，LinkedIn或Google AD生成的潜在客户和ROI。
• 了解特定广告系列和平台的收入归因。
• 将信息引导信息自动将信息记录到您的CRM中。
• 为Facebook受众创建基于旅程的广告活动。

How to Apply CPM Software to CPM Ads:

以下是一些特定示例，说明如何将HubSpot Ads软件等工具应用于CPM策略和广告。bob电竞官方下载

• Refer to your contact data to effectively target your audience.
• 应用过去广告系列的结果来创建您知道会引起观众共鸣的广告。
• 利用您从CPM广告系列中收集的知识，这些知识在观众中最有效地通过HubSpot创建和分享更具体的广告系列（因为CPM广告系列很广泛 -more on this below）。
• 查看您的CPM结果，以及您从HubSpot中其他广告和广告系列收入的归因，以确定整体广告支出与预算。
• 从HubSpot中的CPM广告收集的输入联系数据，因此整个业务中的所有联系人和客户数据均在一个平台中组织。

3. Use CPM in broad ad and marketing campaigns.

CPM campaigns are best for broad marketing ads and campaigns. That's because their main function is raising brand awareness and recognition. They offer the insight and data businesses need to then get more specific with follow-up ads and who they're targeting with those ads.

4. Highlight your point of difference.

Since your CPM ads are bound to be broad, be sure to highlight your product's point of difference.

例如，如果您在训练运动鞋上运行CPM广告，请确保您的广告使训练鞋的独特功能（例如，对于所有CrossFit运动员来说是理想的选择）。

5.考虑广告格式和位置。

当涉及到CPM广告时，至关重要的是您考虑广告格式和位置。

Perform research on your买方角色和目标受众以及竞争情报— this will provide an understanding of what will work best among your audience as well as what's working well for your competitors.

这项研究还将帮助您确定您可以根据可以通过该发布者定位的受众以及可以发布广告的格式来分享CPM广告的广告发布者（例如，显示广告，移动广告等。）。

6. Consistently analyze your results.

与业务中的所有策略类似，您需要分析结果。请务必跟踪您的CPM广告和广告系列的成功 - 报告有效的内容以及没有达到目标的内容。

您可以通过定期计算CPM来做到这一点（当广告直播并且一旦活动结束），与团队成员共享该信息，并根据需要进行迭代。最多广告软bob电竞官方下载件还具有报告功能，可以帮助您跟踪，记录，存储和共享CPM结果。

You can also log this information in yourmarketing software和/或您的CRMso all things related to your marketing work and your customers are stored in a single platform.

Start Calculating CPM

CPM对于营销人员和广告商来说是一个宝贵的指标 - 它使您可以准确了解自己的印象。

As a result, you'll gain insight into your level of brand awareness, which of your content and campaigns are being viewed the most, and what's working well among your audience.