Cost Per Click (CPC)

Cost Per Click (CPC) refers to the amount that an advertiser pays each time a user clicks on their online advertisement. It is a widely used pricing model in Retail Media, where advertisers pay for the actual clicks received on their ads, rather than the impressions or views. CPC is commonly used in digital advertising platforms like search engines, social media networks, and display advertising networks.

Examples of applications

These are some examples of applications:

  1. Search Engine Advertising: In search engine advertising, advertisers bid on specific keywords relevant to their products or services. When a user searches for those keywords, the search engine displays relevant ads, and the advertiser pays a certain amount whenever a user clicks on their ad.
  2. Social Media Advertising: Social media platforms offer advertising options where advertisers can target specific audiences based on demographics, interests, and behaviours. Advertisers pay for each click received on their ads, whether they appear in users’ news feeds, sidebars, or other placements.
  3. Display Advertising: Display advertising involves placing banner or text ads on websites, mobile apps, or other digital platforms. Advertisers typically pay on a CPC basis, and their ads are displayed to relevant audiences based on various targeting options.


These are some benefits of application:

  1. Cost Control: CPC allows advertisers to have more control over their advertising costs. They only pay when users actively engage with their ads by clicking on them, ensuring that they pay for measurable actions rather than just impressions or views.
  2. Performance Measurement: CPC provides a clear measure of advertising performance. Advertisers can track the number of clicks received, calculate the cost per click, and analyse the return on investment (ROI) based on the desired actions taken by users after clicking on the ad, such as making a purchase or filling out a form.
  3. Targeted Advertising: With CPC, advertisers can target their ads to specific audiences, increasing the relevance and effectiveness of their campaigns. By reaching users who are more likely to be interested in their offerings, advertisers can improve click-through rates and conversion rates.
  4. Flexibility and Scalability: CPC offers flexibility in terms of budget allocation and scalability. Advertisers can start with a smaller budget and test different ads and targeting strategies. As they observe positive results, they can scale up their campaigns by increasing their CPC bids or expanding their ad reach.
  5. Data-driven Optimization: CPC advertising allows advertisers to collect valuable data on user behaviour, engagement, and conversion rates. This data can be used to optimize campaigns, refine targeting, and improve overall advertising performance. Advertisers can identify which ads and keywords generate the most clicks and conversions, allowing them to make data-driven decisions to maximise their ROI.

In summary, Cost Per Click (CPC) is a pricing model in Retail Media where advertisers pay for each click received on their online advertisements. It is commonly used in search engine advertising, social media advertising, and display advertising. The benefits of CPC include cost control, performance measurement, targeted advertising, flexibility and scalability, and data-driven optimization. By using CPC, advertisers can effectively manage their ad spend, reach relevant audiences, measure campaign performance, and make data-informed decisions to achieve their marketing objectives.

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