Cost per Click (CPC) is a form of marketing in which marketers pay platforms per click from consumers. This is most often associated, but is not exclusive to, brands paying to appear at the top of search engine results pages (SERP) and Google Ads.
CPC involves a bidding process, in which marketers set a maximum amount they’re willing to pay per click and a budget for the campaign. The higher the bid, the more prominent your ad will be. Additionally, Google Ads will apply discounts for marketers serving high-quality, high-value content based on feedback from Google’s crawlers.
Cost per Click or CPC marketing can be an effective way to gain visibility while operating on a tight budget, although clicks don’t equal conversions, meaning it’s not as risk-adverse a method as CPA marketing.