What distinguishes CPC from CPM in advertising?

The distinction between cost-per-click (CPC) and cost per thousand impressions (CPM) lies in their measurement metrics. CPC is based specifically on the number of clicks that an ad receives; advertisers pay each time a user clicks on their advertisement. This model is primarily focused on generating traffic and engagement, making it beneficial for campaigns aimed at driving specific actions from users.

On the other hand, CPM is a pricing model that charges advertisers based on every one thousand impressions of their ad, regardless of whether the ad is clicked. This metric highlights the visibility of the advertisement to the audience rather than engagement through clicks. Therefore, CPC is oriented towards driving user action, while CPM is centered around the reach and exposure of the advertising message.

The other response options do not accurately characterize the fundamental differences between CPC and CPM, which focus primarily on clicks versus impressions as their respective measurement criteria.