CPC: What Is Cost Per Click and Its Importance in PPC Advertising

H2: What Is CPC (Cost Per Click)?

What is CPC?

Cost per click (CPC) is the amount you pay each time someone clicks on your ad. In PPC (pay-per-click) advertising, you bid on keywords that are relevant to your business and target audience. When someone searches for that keyword, they see your ad atop that search results page on the search engine you’re advertising on (like Google or Bing).

How does CPC work?

Instead of a set monthly fee, you only pay for each click that your ad drives onward to your site. The cost per click is determined by a variety of factors, including your bid, the relevance of your business to the search, and the competitiveness of the keyword you’re targeting.

Why is CPC important?

CPC is a crucial metric for advertisers because it helps determine how much you’re paying for each click on your ad. Higher CPC means more expensive ads, so it’s important to consider the potential conversion rate and value of each click when deciding on your CPC bid.

Factors that determine CPC

  1. Max bid: Your max bid is the maximum amount you’re willing to pay when someone clicks on your ad. The higher your bid, the more likely your ad will be shown at the top of the search results page.

  2. Quality Score: Google uses a score between 1 and 10 to determine how relevant your landing page is to the search query. A higher Quality Score can lower your CPC and improve your ad rank.

  3. Ad Rank: Your Ad Rank is determined by your max bid and Quality Score. It impacts your average CPCs, and higher-ranking ads tend to get more clicks.

How is CPC calculated?

The formula to calculate cost per click is simple: CPC = total cost / total clicks. However, in practice, Google Ads uses a bidding process to determine how much you actually pay per click. The platform takes into account factors like your bid, ad quality, position, and user signals to calculate your final CPC.

How much does CPC cost?

The cost per click varies widely depending on the industry and the specific keyword. On average, Google Ads charges around $2.32 per click across all industries on the search network. However, costs can vary significantly, with some keywords costing much more than others.

Lowering your CPC

There are a few strategies you can employ to lower your CPC and make your advertising more cost-effective:

  1. Focus on long tail keywords: Long tail keywords, which are more specific and contain four or more words, generally have less competition and can cost less per click.

  2. Use different keyword matching options: Google Ads offers different keyword matching options, such as broad match, phrase match, and exact match. Choosing the right option can help you target the right audience and potentially reduce your CPC.

  3. Exclude irrelevant searches: By excluding specific keywords from your ad campaigns, you can prevent your ads from showing up for irrelevant searches and save money.

  4. Optimize your ad copy: Creating compelling and relevant ad copy can improve your click-through rate and potentially lower your CPC.


Understanding CPC is essential for running successful PPC advertising campaigns. By effectively managing your bids, optimizing your ad copy, and targeting the right keywords, you can drive more traffic to your site while keeping your costs under control.