Cost Per Click

The amount advertisers pay each time an ad is clicked.


Cost Per Click (CPC) is a digital advertising metric that represents the amount that an advertiser pays each time a user clicks on a pay-per-click (PPC) advertisement. The advertiser's total cost for a campaign is calculated by multiplying the CPC by the number of clicks received.

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Usage and Context

CPC is commonly used in search engine advertising like Google AdWords, social media advertising like Facebook Ads, and other forms of digital advertising. It helps businesses measure the cost-effectiveness of their digital ad campaigns, by providing a clear measure of how much they're paying for each website visitor gained through PPC ads.


  1. What is a good cost per click?

    • A good cost per click varies by industry and channel. On average, businesses pay $1-$2 per click on Google AdWords. However, in highly competitive industries, CPC can exceed $50.
  2. How is cost per click calculated?

    • CPC is calculated by dividing the total cost of a campaign by the number of clicks received.
  3. How can I lower my cost per click?

    • Improving your ad quality score, using long-tail keywords, and optimizing your bids are some strategies to lower your CPC.
  4. Does cost per click include VAT?

    • Typically, CPC does not include VAT. VAT, if applicable, is added separately.
  5. What's the difference between cost per click and cost per impression?

    • CPC refers to the cost when an ad is clicked, while cost per impression (CPM) refers to the cost for every 1,000 ad impressions (views).


  1. Budget Control: CPC allows advertisers to set a maximum cost per click, helping control the budget effectively.
  2. Pay for Performance: With CPC, advertisers only pay when users actively click on their ads, ensuring they're paying for tangible results.
  3. Easy to Measure: CPC provides a straightforward metric that allows advertisers to measure the effectiveness of their ad campaigns.
  4. Optimization Opportunities: CPC data can be analyzed to identify areas for campaign optimization, such as bid adjustments or keyword changes.
  5. Immediate Traffic: CPC advertising can drive immediate, targeted traffic to a website, helping boost visibility and conversions.

Tips and Recommendations

  1. Improve Ad Quality: Higher quality ads typically earn lower CPCs. Focus on creating compelling, relevant ads to improve your quality score.
  2. Use Long-Tail Keywords: Long-tail keywords often have less competition and lower CPCs. They can also attract more qualified traffic.
  3. Optimize Bids: Regularly review and adjust your bids based on performance to help control your CPC.
  4. Test Different Ad Formats: Different ad formats can yield different CPCs. Experiment with text, image, and video ads to see which perform best.
  5. Monitor Competitors: Keep an eye on competitor strategies and market trends to stay competitive with your CPC.


Understanding Cost Per Click (CPC) is essential for any business using pay-per-click advertising. It not only helps control ad spend, but also offers valuable insights for campaign optimization. By focusing on strategies to lower CPC and improve ad quality, businesses can maximize their return on investment.