CPC is short for cost per click, or the price you pay for each click in your pay-per-click (PPC) marketing campaigns. In this quick CPC tutorial, you’ll learn the answer to questions such as:
Cost per click, or CPC, is the amount you pay for each click on one of your PPC ads in platforms such as Google Ads or Microsoft Ads.
Your cost per click is determined by several factors, including your maximum bid, your Quality Score, and the ad rank of other advertisers bidding for the same keyword, as illustrated below:
Your CPC is an important metric because those clicks, and costs, add up fast. If your CPC is too high, you won’t be able to achieve return on your advertising investment (ROI).
Your Google Ads ROI is determined by how much you are paying for clicks and the quality of the traffic you get from those clicks. You don’t just want traffic at any price; you want affordable traffic that drives meaningful value for your business.
Average cost per click varies depending on your industry, your business type, and what networks you’re advertising on. More competitive industries and industries with higher-priced conversions (such as enterprise software, industrial equipment, or expensive services in the law and financial industries) tend to have more expensive costs per click.
Check out the graph below to see CPC benchmarks across 20 common industries on both the search and display networks:
Google Ads advertisers want to control their CPC while improving the quality of visitor traffic, so the money they spend on ad clicks is worthwhile. Check out our tips for lowering CPC here.
Your average CPC can be significantly lowered by improving your Quality Score. Your Quality Score is affected by your:
To see how your CPC compares to similar advertisers, and how you can lower your CPC, use the Google Ads Performance Grader to get a fast, free analysis of your Google Ads account, with tips and insights into your costs, ad performance, mobile optimization and more.