Why Cost Per Click (CPC) Doesn’t Matter?


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Tekijältä Uzair Kharawala. Player FM:n ja yhteisömme löytämä — tekijänoikeuksien omistajana on kustantaja eikä Player FM ja ääntä lähetetään suoraan heidän palvelimiltaan. Napsauta Tilaa -painiketta, kun haluat seurata Player FM:n päivityksiä tai liittää syötteen URL-osoitteen muihin podcast-sovelluksiin.

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You might have heard that cost per click (CPC) doesn't matter, but you're not convinced. I am going to show you why it's not an important metric for your Google Ads campaigns.

If I set automatic bidding for conversion, the CPC cost is extremely high. So I set it with max CPC with the click maximum. Yeah, you can do that. Absolutely. So what would you rather have? A cheap click with a low conversion rate or a high CPC click with a high conversion rate? Think about it. Are they pay the expensive click, which has got a higher conversion rate because my cost per conversion will be lower. So it's not about the cheap clicks. Right? And this is what we educate our clients. Don't look at the click.

Click is a vanity metric, impression, CTR, all of these don't matter if you don't have the conversions, conversion rate and cost per conversion or return on ad spend. So that is the three or four metrics which you want to focus on. And then, yes, you need to keep an eye on the other ones as well if things aren't working. But if they are working and you're getting expensive clicks but a really good return on ad spend or profitable CPA, then you just keep scaling it up. I wouldn't bother. And that's how most people can't scale up, either because their bidding or the bids are not aggressive enough.

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