Internet Marketing

What Is Cost Per Click (CPC), and How Can I Reduce It?

When you run pay-per-click (PPC) or social media campaigns, you’ll need to monitor key metrics like cost per click (CPC) to help you reach more customers for less money.

On this page, we’ll discuss the basics of CPC and three ways to help you reduce your CPC. If you want to learn more, call us today at 888-601-5359 to speak with a strategist, or just keep reading.

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What is CPC?

CPC is the amount you pay each time someone clicks your advertisement. In this section, we’ll answer a few common questions about CPC for both PPC and social media ads.

What determines my CPC?

For PPC, there are a few factors that influence your CPC:

Maximum bid

The first factor that influences the price you pay for PPC is your maximum bid.

This is the amount you’re willing to pay each time someone clicks on your ad. Your actual CPC may be less than your maximum bid, but you need to set your maximum bid as your limit on how much you want to pay to obtain leads.

Ad rank

CPC is also influenced by ad rank. Your ad rank is a value that determines your ad’s position in relation to other ads. It’s based on your bid amount, auction-time ad quality, context of the person’s search, and other factors.

Quality score

Quality score is how Google AdWords rates your ad. It’s based on your click through rate (CTR) keyword relevancy, and landing page quality. It is crucial that you choose the right keywords and accompany them with an effective landing page to improve your quality score.

As for social media, here are the factors that influence your CPC:

  • Your bid amount
  • When you want to run a social media ad, you have to state how much you are willing to pay for a certain action. Some examples include views, conversions, and clicks. You set how much you want to spend each time someone completes that action.

    It’s important to keep in mind that you’re competing with other companies for an ad placement. Your bid influences whether your ad gets the spot.

  • Ad relevance
  • One of the great things about social media ads is that you can target specific people that you want to reach. You reach people who are the most interested in your business. Since your ads are relevant, they blend into your audience’s newsfeed.

    It makes it look like just another tweet or Instagram photo. This makes leads more likely to click on them because they are relevant ads that look just like other posts.

    This is why it’s important that your ad is relevant to your audience. Social media sites want to continue to provide this seamless experience where content and ads blend together. Your ad content needs to be relevant to your audience because it influences your CPC.

    Your ad relevancy is determined by engagement and clicks on your ad. If you have a high engagement rate and earn many clicks, it will influence the cost of your social media ad. Social media sites, like Facebook, take this into account as a factor when determining the cost of your ad.

How is CPC calculated?

For PPC, there is a simple formula to determine actual CPC:

(Ad Rank of the ad below yours/Your Quality Score) + $0.01 = CPC

This formula helps determine how much you’ll pay each time someone clicks.

As for social media, there isn’t a set formula for determining your CPC. Social media ads are influenced by many factors that make it hard to determine the precise cost of your ad. Here are just a few factors that alter the cost of your ad:

  • When you run your ad (time and day):

    If there are dozens of businesses competing to run ads at the same time to reach similar audiences, it will influence your CPC.

  • Your placement (newsfeed ad, sidebar ad, etc):

    Ads have different costs depending upon the placement you choose.

  • The platform (Facebook, Instagram, Twitter, etc.):

    Each platform charges a different rate for advertising

  • Audience:

    If multiple companies are competing for the same audience, it will increase the CPC because of the rise in competition and limited slots.

  • Relevance:

    The more relevant your ad, the less you pay.

Is it better to have a high or low CPC?

You always want to have a low CPC. A low CPC means you can allow more clicks for your budget, which means more potential leads. It also ensures that you have a high return on investment (ROI) because you’ll earn much more money back than you spent.

It’s important to think about your CPC in regard to the products you sell in your ads. If an average sale earns your business $20 and your CPC is $10, you’re not leaving much room for profit. A lower CPC, like $2, allows for a better ROI.

you always want a low cpc

What’s a good CPC?

CPC varies by industry. Some industries have a higher CPC because there is more competition for keywords. Research your industry to see what the average CPC is for an advertising campaign.

Industries like legal practice and automotive have higher CPCs because there are more competitors. More competition drives up the cost. Looking at the average CPC will help you determine the appropriate bid amount for your ad.

What’s the difference between CPC and CPM?

When you look into CPC, you’ll also see cost per thousand (CPM). CPM stands for cost per “mille,” in which the M is representative of the Roman numeral for 1000 (1000 impressions). So, what’s the difference between these two?

CPC focuses on the cost for each person that clicks on your ad. CPM focuses on the number of people who see your ad, but don’t necessarily click on it. CPM focuses more on impressions and reaching people with your ad, while CPC focuses on engaging people and getting them to click on your ad.

So, which one is best for your business?

When you’re running a PPC ad, most businesses focus on measuring CPC. Since PPC visitors are 50% more likely to convert than organic visitors, businesses focus on getting these leads to click on their ads and earn conversions.

If you want to focus on CPM for PPC ads, you can do that too. People will still see your ad and become familiar with your brand. It can help you expose your brand, a new product, or a new service to your audience, which can earn your business conversions down the line.

As for social media, many businesses measure both CPM and CPC. Since social media ads tend to blend into newsfeeds, they are great for building brand recognition. You can reach more people and expose them to your brand.

When you focus on CPC with social ads, you focus on driving leads to your social media pages or to your website. You can easily track this metric to see how your audience interacts with your ad.

Overall, if you’re aiming to improve brand awareness, CPM is the best measurement. It will help you focus on making as many impressions as possible with your budget.

On the other hand, if you’re more focused on earning conversions, CPC is a better fit. CPC focuses on keeping your costs low so you can earn more clicks and subsequently more leads that convert.

3 ways to lower your CPC

If you want to see the best results with your campaign, you need to keep your CPC low. Here are three ways you can lower it.

1. Refine your audience

Your audience is a big factor that influences your CPC for both PPC and social media ads. After all, you’re trying to target people who are interested in your products or services and get them to click on your ad. If you want to lower your CPC, refine your audience.

First and foremost, decide who you want to target with your ads. If you aren’t sure who to target, think about who is most likely to buy your products. What does your ideal customer look like?

Think about things like age, gender, occupation, marital status, buying habits, and hobbies. These all impact your audience’s decision to buy. Single females that are 25-35 years old that enjoy kayaking are going to have different desires than married men that are 50-65 years old and enjoy golfing.

By refining your audience, you get specific with who you are trying to reach. You don’t need to narrow your audience down to one specific group and only target that group. Your business can have multiple types of customers that are grouped together.

Take baby products for instance. You may have a group of parents that you market to, but they aren’t the only people who buy baby products. This is where you’d have a separate group of aunts and uncles or grandparents that also buy baby products.

By refining your audience, you’ll target leads with more relevant content. It’ll help increase engagement with your ads, which will lower CPC.

example of ppc listing

2. Create relevant ads

It may seem obvious, but creating relevant ads is one of the most important things you can do to improve your CPC. Ad relevancy influences both PPC and social media ads.

With PPC, ad relevancy falls under quality score. It’s one of the contributing factors to impacting the quality score of your ad. Google looks at your keyword selection and your ad to see that your ad fits that keywords.

When you have a high quality score, you get a higher ad placement and reach more valuable leads. It also allows you to set a lower CPC because your ad is extremely relevant. This is how you can lower your CPC with PPC advertising.

As for social media ads, ad relevancy is a direct influencing factor of your CPC. Social media sites want to deliver the most relevant advertisements to the right audience. The more relevant your ad is to your audience, the lower the cost.

Creating relevant ad content will help you keep your CPC low. It will also help you drive better results for your campaign because you’ll be reaching your target audience with content that interests them.

3. Use a detailed call to action (CTA)

Your call to action (CTA) is one of the most important parts of your ad. It tells your audience how to proceed next.

CTAs are important for guiding your audience in the right direction. Many leads will like what they see in your ad and want to take the next step. Without a CTA, your audience won’t know how to take the next step.

With PPC ads, you’ll want to integrate an engaging CTA on your landing page. This will help you capture more valuable leads for your business.

It’s important that you make your CTA detailed. Don’t just say “click here” and expect your audience to be excited about it. “Click here” doesn’t tell them anything about what will happen if they click the button, nor does it entice them to want to click.

A CTA like “Download your free gift voucher” tells your audience exactly what happens if they click on the button. Someone who wants to get a free gift from your company is enticed to click on that button and get their voucher.

With social media campaigns, you’ll want to include a CTA, too. Many social media platforms will offer a selection of CTAs for your campaign. You’ll want to choose a CTA that is most relevant to your campaign.

For example, if you’re trying to get people to sign up for your email list, a CTA like “click here” or “join us” doesn’t fit your campaign. Instead, you’d want to use a CTA that includes the phrase “Sign up today” or “Join our mailing list” because these are relevant to the action you want your audience to take.

By choosing the right CTA, you’ll encourage engagement with your ad. You’ll get more people in your audience to act. Not only will it help you garner more leads and conversions, but it will also lower your CPC because of the high engagement level.

the right cta will get people to click

WebFX will help you lower your CPC

When you run an advertising campaign, you want to keep your CPC low to allow more clicks for your budget. A low CPC will allow you to get a greater ROI on your advertising campaign. At WebFX, we have more than 20 years of experience creating advertising campaigns that drive results.

We’re a full-service digital marketing company that specializes in advertising strategies, like PPC. Our team of 150+ experts will bring their knowledge and expertise to your campaign. We have PPC experts that are AdWords certified and know how to create a successful campaign.

If you’re looking for an advertising company that drives results, look no further. To date, we’ve driven over $1 billion in sales and over 3 million leads for our clients. We focus on driving success for our clients first.

Want to know what it’s like to partner with us? Just ask our clients! Check out our 420+ client testimonials that attest to the great work we do!

Lower your CPC today

If you’re ready to lower your CPC to gain a better ROI, contact us online or call us today at 888-601-5359 to speak with a strategist.

We look forward to hearing from you!

Call 888.449.3239 or contact us online today to see how WebFX can improve your online performance.