The Cost Per Click Conundrum
Surely a lower CPC is best?
At the heart of any Pay Per Click (PPC)campaign are metrics that determine the results achieved from your campaign. Whilst PPC campaigns can vary, they all have two objectives they must fulfil, one after the other.
Objective 1: Be Viewed. The ads must grab the attention of the audience it’s been shown to.
Objective 2: Be Clicked. The ads must then entice the audience to take the action of clicking, so that they might ‘learn more’ or ‘buy.