Using the data above, we can back out a CPM from PPC data – there are 10,893 impressions costing $150. You can also try to compare these rates to PPC campaigns. That makes Yelp’s advertising more than 29,000% more expensive. Now lets compare that to some other CPM rates: retargeting campaigns (which are highly targeted as they hit people who are already on my site) cost me roughly $2.40 CPMs. In this case, $350 for 500 impressions yields to a $700 CPM. Most (non-PPC) advertising is priced on a CPM basis – essentially the cost per thousand impressions. I’ll work through this Yelp advertising opportunity to explain: When evaluating any advertising opportunity it is important to do some back of the napkin math and calculate some key metrics to establish an apples to apples comparison and estimate a likelihood that this investment will line your pockets instead of drain them. Key Metrics to Evaluate any Advertising Opportunity Uggg – let me pour a fine glass of single malt scotch before I continue. It’s only $350 – but I wasn’t sure if it was a good deal, so I wanted your input first. Also, they’ll clear my profile of any ads and I get an account manager and reporting. So I was contacted by Yelp and they are offering me 500 highly targeted ads – they can show up on competitor pages and highly targeted searches in my city. I have an advertising opportunity that I want to run by you, but I need to get back to them today or it is no longer available. I got an urgent phone call from a client yesterday:
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