When it comes to top-funnel advertising, CPM, or Cost Per Mille, is a metric that often gets overlooked. This can be a big mistake. Here’s why CPM should be at the forefront of your advertising strategy, especially when aiming for brand awareness.
—
Top-Funnel Advertising: The Goal is Impressions
Top-funnel advertising is all about getting your brand in front of as many eyes as possible. Unlike search ads or conversion-focused campaigns, the primary objective here is impressions. You want people to see your logo, start recognizing your brand, and begin to form a connection. While a great video or engaging content is a bonus, the key goal is simple visibility.
—
Why CPM Matters
CPM measures the cost to reach a thousand viewers. When you’re aiming for impressions, it’s all about getting the most eyeballs for the lowest cost. This is where CPM becomes crucial. Different advertising platforms can vary greatly in their CPM, and if your aim is simply to be seen, it makes sense to choose the platform that offers the lowest cost per impression.
—
The Misconception of Engagement in Top-Funnel Ads
Many marketers fall into the trap of trying to make top-funnel ads highly engaging or entertaining. While engaging content can enhance the effectiveness of an ad, it’s more critical in the middle of the funnel, where you’re nurturing leads. In the top funnel, the primary goal is brand visibility. Spending extra on creating highly engaging content might not yield a proportionate return on investment at this stage.
—
The Importance of Cost Efficiency
Consider this: when comparing different advertising channels like mailers, billboards, TV, or digital platforms such as Google or social media, the CPM can vary dramatically. If your primary goal is impressions, why pay more for a higher CPM on a platform that offers little additional value in terms of impressions? Focusing on cost efficiency ensures that you get the most out of your advertising budget.
—
Quality Over Quantity
Of course, reaching the right audience is crucial. It’s not just about blasting your logo to anyone and everyone. Your CPM should be considered alongside the quality of the audience you’re reaching. Targeting should ensure that the impressions you’re paying for are from users who fit your target demographic.
—
Conclusion
In top-funnel advertising, CPM is a key metric that deserves more attention. It’s not just about creating engaging content; it’s about ensuring your brand is seen by as many relevant people as possible, for the lowest cost. By focusing on CPM, you can maximize the impact of your advertising budget and build brand awareness more efficiently. Remember, the goal at this stage is to get your logo in front of as many eyes as possible. Keep your eye on the CPM, and you’ll be better positioned to achieve that goal.
