CPC bid (unless you're using automated bidding tools).Īlso note that the competitiveness of an ad auction can affect your actual cost-per-click. As always, you’re never charged more than your max. Although you may pay more per click, top ads usually have higher clickthrough rates and may allow you to show certain ad assets and other features available only in the top ad slot. As a result, the actual CPC when you appear above search results is often higher than the actual CPC if you appear below search results, even if no other advertisers are immediately below you. Each advertiser’s Ad Rank is then used to determine where the ad appears and what types of assets and other ad formats will show with the ad (or whether the ad or ad format will appear at all).įor ads on the Search Network, the Ad Rank thresholds (and the resulting Actual CPCs) are typically higher for ads above search results in order to maintain a high-quality experience and to help ensure that actual CPCs reflect the value of the ads’ prominent location. When estimating the expected impact of assets and ad formats, we consider such factors as the relevance, expected clickthrough rates, and the prominence of the assets or formats on the search results page. CPC bid, the Ad Rank thresholds, the competitiveness of an auction, the context of the person's search, and the expected impact of assets and other ad formats to determine Ad Rank. We combine the auction-time ad quality (including expected clickthrough rate, ad relevance, and landing page experience), the max. CPC if, for example, you’ve enabled Enhanced CPC or if you've set a bid adjustment. And if there are no competitors immediately below you (for example, if no competitors other than you have cleared their Ad Rank thresholds), you only pay the reserve price. (See Ad Rank thresholds to learn more.) Keep in mind that your actual CPC may exceed your max. CPC because with the Google Ads auction, you only pay what's minimally required to clear the Ad Rank thresholds and beat the Ad Rank of the competitor immediately below you. CPC) bid, which is the most you'll typically be charged for a click.Īctual CPC is often less than max. You're often charged less - sometimes much less - than your maximum cost-per-click (max.
Your actual cost-per-click (actual CPC) is the final amount you're charged for a click.
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