CPC (Cost Per Click)

CPC (Cost Per Click) is the average amount paid for each ad click. It is influenced by bid pressure, relevance signals, auction competition, and expected user response. CPC should be interpreted with context: a higher CPC can still be healthy if conversion value is strong, while a low CPC can hide low-intent traffic. Teams improve CPC efficiency by increasing ad relevance, tightening keyword targeting, improving landing page experience, and removing waste through negatives and audience controls. Tracking CPC by campaign, query type, and device helps identify where costs are rising without corresponding business value, enabling smarter bid and budget allocation.