What is CPC?
CPC stands for Cost Per Click (cost-per-click) and means that the advertiser only pays for those who click on the ad. It is a de facto standard in digital advertising and a measure in Adwords, but you can also use CPC on Facebook and other digital media. Users do not need to convert or buy anything on your site, they just need to click. It also means that you do not pay for those who see the ad but did not click.
CPCs are different for different niches. The measure is dynamic and changing because Google Adwords is a dynamic auction system. Average CPC shows how much you pay each time someone clicks on your ad. The measure is calculated by taking the total cost of all clicks and dividing by the total number of clicks. PC advertising works well when advertisers want visitors to their sites, but it is a less accurate measure for advertisers who want to build brand awareness.
How to improve your CPC?
You can reduce your CPC costs by improving yours the quality result and use more long-tail keywords that are less competitive. You can also improve your CPC by building better landing pages and making sure the page is mobile friendly.
Other ways to improve your performance are to check your keywords and find keywords that have not been converted in the last 30 days and then pause those keywords. Or look at places and if there are places that do not convert as well and have low ROAS.
When the quality result increases, the CPC costs decrease and when the quality result decreases the costs increase and therefore it is important to continuously run the reports in Adwords.
The CPC measure can be affected by modifiers such as location (geo), device, time and RSLA but also by creating better ads. Different countries have different CPC bids and if you have international operations, you can, for example, place different bids for different regions.
If you optimize brand words or broad keywords, be careful so it does not drag in costs because competition is often high and pushes up prices and you should ask yourself if it is worth the extra costs.
Expanded text ads
How to automate and use the Expanded Text Ads?
Write new ads - what is important is to maintain or get a better CTR by showing
the unique sales benefits of the service or product.
ECPC - a new bidding strategy
There are also new bidding strategies like enhanced CPC started using Google Shopping. Where Google can automatically increase bids by a maximum of 30%.