While consulting with companies on their LinkedIn advertising initiatives, I routinely get asked, “How should I bid? CPM or CPC?”
I very quickly noticed that my response is very different from “conventional wisdom.” When I hear others asked this question, I repeatedly hear, “It depends on your goals.”
These misguided souls go on to explain, “If your goal is brand awareness, bid for impressions (CPM). If your goal is direct response, bid for clicks (CPC).”
Photo credit: clasesdeperiodismo via Visualhunt.com / CC BY-SA
