How it works (Continued)

The second way that you can choose to be charged for your ad is called Pay for Views (CPM—M is the Roman numeral for 1000), with this option, you will be charged a certain amount per 1000 ad views or impressions. An impression occurs every time your ad is shown on someone’s page (whether that person clicks your ad or not, you are still charged every time the ad is shown 1000 times). This sounds like a good deal considering that CPM ads typically cost less, however, you are not guaranteed that anyone will click on your ad. With the PPC option, you know every time someone clicks your ad because you are charged for it.

CPM example: With this ad I would be paying for 100,000 impressions (0.25 per 1000 impressions = 4000 impressions for every $1)

Obviously, the goal is to target a person as precisely as possible; you do not want people clicking your ad that are not actually interested in it. For example, if you decide to promote a weight-loss product, then you probably want to target females that like to: work out, exercise, diet, etc. Likewise, if you decide to promote a video game, you probably want to target males between the age of 15 and 25 that like: video games, computer games, playing playstation, playing xbox, etc.