Cost per click
CPC · The average amount paid to the platform for one ad click; even a cheap click is expensive if it brings no conversions.
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Why it matters
Cost per click depends on competition, ad quality and the targeted audience. The more competitors bid on the same keyword, the higher it gets; the better the ad and landing page fit the search, the lower it can be. On its own it is neither good nor bad; it must be read together with the conversion rate.
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Example
A click on a broad keyword costs 4, on a more specific one 12. But 10 percent of visitors from the specific keyword buy, against 1 percent on the broad one; the expensive click works out cheaper per customer.
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Common mistake
Aiming for the lowest possible cost per click. Cheap clicks usually come from searches with weak intent; what really matters is the cost per customer.
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Related terms
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