Cost Per Click | CPC Management, Cost Per Click on PPC Keywords

The cost per click for a keyword is a value generated by Google dependant on the bids placed by PPC advertisers. Keywords with more traffic, competition and value tend to have a higher cost per click. Companies will bid over one another to have a more prominent placement in the sponsored ads.

This data is stored by Google and is released to pay per click advertisers and potential advertisers to help them select keywords for a campaign. This data is vital for many processes including search engine optimisation; this is simply because the information from other sources such as overture is often outdated and incorrect.

The cost per click value changes quite frequently, which is dictated by the level of advertisers, and the keywords trend data. Although frequently changing values can be crippling, more often than not the performance data remains consistent. The cost per click for a keyword can change based upon season, for example, skiing related keywords can have a far higher CPC in the winter months, than they would in the summer months, simply because of season.

Cost per click is often a misleading keyword or buzzword used by search marketing agencies. The cost per click is not a fixed cost as it is sometimes portrayed by some agencies. The cost per click is determined by a bidding system, whereby there is a maximum and minimum cost per click value.

The cost per click for a keyword will also change depending on the volume of advertisers attempting to use it. If the level of bids for the selected keyword reaches a peak for bidding it will naturally attract a higher cost per click. For these reasons it is important to mix a campaign with dedicated and niche keywords.

The bid determines how prominent the keyword is for the cost associated with it. You can reduce the CPC for performance keywords, but will often find that with a reduced cost you may appear on page 2, 3 or even page 4 of Google, where the volume of clicks is likely to be very low.

Keywords with a very low cost per click tend to offer less clicks, and a reduced potential for conversions. For this reason it is important to have a balanced pay per click campaign. The cost per click information for each keyword is available from the Google adwords tools. The traffic estimator and keyword suggestion tools both offer cost per click information.

We offer lots of cost per click data, information and advice, so if you are interested in more information or services relating to pay per click, simply fill out our enquiry form or contact us today.