Term · Marketing & analytics
CPC (cost per click)
CPC — cost per click — is the amount an advertiser pays each time someone clicks an ad. It is the main pricing model for search ads and common in social advertising.
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Explained
Average CPC = total ad cost ÷ number of clicks
How it is set
In auction-based platforms such as Google Ads, the price depends on:
- competition for the same queries or audiences;
- your bid or bidding strategy;
- ad quality and relevance, which can lower the price you pay;
- expected click-through rate and landing page experience;
- time, device and location.
What drives CPC up
- Many advertisers targeting the same keywords — common in real estate, finance, legal and some services.
- Broad or generic keywords.
- Low ad relevance and poor landing pages.
What brings it down
- More specific, long-tail keywords.
- Ads and landing pages that match the query closely.
- Negative keywords that exclude irrelevant searches.
- Better quality scores through relevance.
Why CPC is not the goal
A cheap click from an uninterested visitor is worth less than an expensive click from a buyer. The metrics that matter are cost per acquisition, cost per customer and return on ad spend.
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FAQ
Frequently asked questions
Is CPC high in Azerbaijan?
It depends on the niche. Many niches are less competitive than in large markets, while some are crowded. Test and measure.
Should we always bid for the top position?
Not necessarily. The best position is the one that gives the lowest cost per customer.