CPC (cost per click)
DefinitionPaid Media
CPC (cost per click)
What an advertiser pays for one click, either as a bid model or as spend divided by clicks. A price of response, useful for comparing auctions - and blind to what happens after the click, which is where the money is made or lost.
Evidence from the library
$32 vs <$10TV and CTV CPMs run about $32 versus under $10 for typical programmatic, yet buyers treat all reach as equal.Stat£1 vs £40 CPMThere's no relationship between media price (CPM) and creator campaign outcomes - cheap buys can win, expensive buys can lose.Warning35%Click-based attribution sends a third of spend to sales that would have happened anywayWarningPerformance advertising mostly directs people to brands they have already chosenPrincipleFor a digital-first brand, performance spend is a floor, not a variablePrinciple
Source
Marketing Definitions
standard digital advertising practice
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