Which bidding option is best suited for an advertiser focused on direct response marketing goals?
Effective cost-per-thousand impressions (eCPM)
Cost-per-thousand impressions (CPM)
One of the most common goals among business owners is to drive sales and generate leads. This often means running direct-response campaigns that encourage customers to pursue a specific action — such as buying a product or signing up for a newsletter. Since the main goal of a traffic-generation and lead-generation campaign is to increase return-on-investment through conversions or traffic to your site, we suggest using cost-per-click bidding for both your contextual and placement targeted campaigns.
Read more here: https://support.google.com/partners/answer/1722135
When combined and associated with the option for paying only when the user clicks, and using tools like the Display Campaign Optimizer and the Conversion Optimizer which manage the bids to a target cost per acquisition (CPA) automatically, the Google Display Network tends to become an effective channel for direct response advertisers so as to achieve their performance goals for display and non-display campaigns.
Read more here: https://support.google.com/partners/answer/2740627?hl=en-GB