CPC (Cost Per Click) is the amount an advertiser pays for each click on an ad.
How the CPC is determined
The CPC is determined on a per-auction basis and varies widely by industry and keyword: competitive, commercial keywords (such as “insurance” or “personal injury”) can cost tens of euros per click, while niche keywords often cost less than one euro.
CPC reduce without compromising visibility
A lower CPC You can achieve this not only by bidding lower—which comes at the expense of position and volume—but above all by a higher quality score: more relevant ad copy, a better match with the keyword, and a landing page that lives up to the promise of the ad.
CPC in context
CPC However, that alone doesn't mean much without comparing it to the conversion rate: a higher CPC is fully justifiable if the resulting customer generates enough value. Cost per click is therefore never the only metric to focus on; cost per conversion (CPA) and the ROAS provide a more complete picture.
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