Inside Adwords Blog announced earlier this week that by March 2007 Site Targeting will be available on CPC pricing model besides the existing CPM pricing model. Adwords advertisers can now apply for beta testing of the CPC pricing model on Site Targeting, though this test is only available for US advertisers.
It is believed that many advertisers have previously requested for bidding on their familiar CPC model rather than CPM. I was also one of them who have been wondering why cost-per-click was never available on Site Targeting!
It will be much simpler to control spending and monthly budgets by setting a Max CPC via the CPC (or conventional PPC) pricing model than by setting a CPM. Also, by switching from CPM to CPC, it will greatly reduce impression fraud (or distribution fraud).
Increased flexibility. Select the content network sites you want your ads to appear on and choose the bidding option that fits your needs. If clicks are your goal, try CPC bidding so you pay only when you get the result you want.
Full control. Create new CPC site-targeted campaigns, or switch your existing campaigns between CPC and CPM at any time. As always, you retain full control over your budgets and bids.
This is another major improvement on contextual advertising by Google this year. Previously there was an update of Content Targeting on the limitations of site exclusion, in which advertisers are allowed to exclude unlimited number of websites from showing their ads.