Cost per click (CPC)
Cost per click (CPC) measures the average cost an advertiser pays each time a user clicks on their ad. Also known as pay per click (PPC), CPC is one of several cost models in mobile app marketing.
When an advertiser opts for a CPC pricing model, they select a maximum bid for each click, and the advertising platform charges them the maximum bid or the actual cost per click; whichever is lower. Cost per click is often used in search engine advertising, such as Google Ads, where advertisers bid on specific keywords related to their app. The cost of each click can vary depending on the competition for the keyword, the quality of the ad, and the relevance of the landing page.
CPC marketing is popular because advertisers can easily use this pricing model because it is straightforward, measurable, and provides a clear indication of the performance of an ad campaign.