The popular cost-per-click model is a popular way to keep your advertising costs under control when marketing online. Here’s how it works.
Imagine you only pay for an ad if it leads to a click on your website. With the CPC model (short for: cost-per-click), you only pay as soon as someone clicks on your ad. This keeps your investment manageable and measurable using Cost per click formula.
What is the CPC?
The term pay-per-click (PPC for short) is often used for CPC. However, while pay-per-click refers to the actual process, CPC refers to the price for a click.
The PPC process is one of many online marketing measures. You only incur costs if interested parties click on your advertising banner or your text ad, for example.
How do you find a CPC?
An intermediary places ads on websites participating in the popular method. For example, the search engine Google can act as one of these intermediaries.
Corresponding methods also exist on various social media channels such as Facebook. A placement in the search results of a search engine is also possible.
How is the CPC calculated?
For each click you pay a price, which is set in a bidding process. You decide how much you want to pay at most for a click. This maximum cost per click is never exceeded.
Often the price you actually have to pay in the end is even lower than your specified maximum value. This amount is called actual CPC. If you are generally willing to pay more, the probability that you will receive a coveted advertising space on a page increases.
Manual and automatic bidding process
With Google, you choose between a manual and an automatic bidding process:
With the manual option, you determine exactly how much money you want to pay for which ads. This means you have more work, but you retain maximum control over your ad spend.
With the automatic bidding process, you set a daily budget. Based on this, Google decides how your ads will generate the most clicks.
What affects the price?
With AdWords, the actual price depends on the following circumstances:
- SEM budget amount
- Number of competitors who want to advertise with the same keyword
- Amount of bids from fellow bidders
- Placement of advertising: High-reach websites are often more expensive
- Intensely competitive industries result in a costly CPC
- Type of advertising: Banner ads and videos are more expensive than text ads
The actual price is calculated using Cost per click formula:
The cost per click formula can be calculated through this equation – Competitor Ad Rank: Your Quality Score + 0.1 = Actual CPC
If you advertise on a website that belongs to an affiliate marketing network, the following factors are also taken into account:
Amount of range
User experience on the advertiser’s landing page and the relevance of the advertised product or service to the publisher’s website
Quality of your ad and the expected click-through rate (Your Quality Score)
The highest offer for the form of advertising you have chosen
What is an average CPC?
The Average cost per click or average CPC (short: a CPC) describes the previous average costs for a keyword or an ad group. You can calculate this value by dividing the total CPC ad spend by the number of clicks received.
Looking for CPC Calculator? Click Here
How much does it cost to advertise on Facebook?
There is also a bidding process on Facebook. Limited advertising space in the defined target group is auctioned off here. It’s not just the size of your bid that matters.
The total value of a bid is made up of the following factors:
- The amount of your bid
- Significance of the ad for the user
- Probability that a click will occur
So even if you bid high, if your ad isn’t relevant to the user, it may rarely show or not show at all. In contrast, Facebook can often show an ad of interest to the user, even if you only bid a small amount of money for it.
- Range can be increased
- Web analytics tools make it easy to track clicks and find out where they’re coming from
- You only have to pay when someone clicks on your ad
- You keep track and control of your advertising budget
- Click fraud or manipulation: A participant in the network can click on the ad multiple times
- Regardless of whether the click leads to the desired success or not, you have to pay for it
Users may accidentally click the ad
- Your organic search results can appear right below the paid ads, or at least on the same page
What CPM Means
CPM stands for “Cost Per Mille” is the amount paid by the advertiser against 1000 impressions on ads. What if talk about impressions, it refers to the visibility of your ads to your targeted audience through social and other platforms.
How to calculate CPM Formula
It is the average cost over the number of impressions multiplied by 1000.
CPM = Cost/Impressions x 1000
Cost of Campaign = Total Impressions/1000 x CPM
Total Impressions = Total Campaign Cost/CPM x 1000
Read more about SEO, SMM, and Digital Marketing