Formula
CPC = Spend ÷ Clicks · Implied CPA = CPC ÷ Conversion Rate
FAQ
How do I lower CPC?
Better relevance: higher CTR and quality scores typically lower auction prices. Targeting and keyword refinement usually beat bid manipulation.
CPC vs CPM bidding?
CPC transfers click risk to the platform; CPM is cheaper per impression but you carry the CTR risk. Which wins depends on your creative and funnel.