Definition of Pay Per Impression
An advertising pricing model where the advertiser pays based on the number of times an ad is displayed.
Explanation of Pay Per Impression
Pay per impression is an online advertising pricing model where advertisers pay each time their ad is displayed, regardless of whether it is clicked or not. An “impression” is counted each time the ad appears on a webpage or within an app. This model is also known as cost per thousand impressions (CPM), where advertisers pay a set amount for every thousand impressions. Pay per impression is useful for campaigns focused on brand awareness and visibility, as it ensures the ad reaches a large audience. However, this model does not guarantee engagement or conversions, making it less performance-based than pay per click or pay per conversion models. Advertisers must carefully monitor their campaigns to ensure they are reaching the right audience and achieving their desired outcomes. Metrics such as impressions, reach, and frequency are essential for evaluating the effectiveness of pay per impression campaigns. By strategically using this model, businesses can increase brand recognition and presence in the market.