What is CPC
CPC (Cost Per Click) is a pricing model in online advertising. The advertiser pays for each user click on an ad. Charges occur only when a user actually clicks the ad — not when it’s simply shown.
The CPC model focuses on driving traffic. The goal is to get the user to click through to a website, app, or bot. However, actions after the click — like purchases or sign-ups — don’t affect payment. Only the click itself matters.
Difference from other models:
- In CPM (Cost Per Mille), you pay for impressions, even if the user doesn’t engage;
- In CPA (Cost Per Action), you pay only for a completed target action.
CPC sits in between: you’re paying for interest, but there’s no guarantee of conversion.
How to calculate cost per click
CPC = advertising spend ÷ number of clicks
For example, if an advertiser spends $200 and receives 400 clicks, the average CPC is $0.50.
Factors that influence CPC:
- quality and appeal of the creative (headline, image, text);
- audience relevance and targeting accuracy;
- competition within the selected niche;
- effectiveness of the landing page or post-click experience.
The more relevant the ad is, the lower the cost per click tends to be. Strong creatives attract more clicks at lower bids.
Examples of platforms
- General: Google Ads, Facebook Ads, Outbrain, MGID
- Telegram-focused: Telega.io, AdGram, Clickadilla, HilltopAds
Advantages of the model:
- payment is tied directly to user interest;
- ideal for driving traffic to websites, bots, or Telegram channels;
- allows for more precise budget control.
CPC in Telegram
In Telegram, this model is used for promoted posts, and for the promotion of channels, bots, apps, and external links via ad networks. Advertisers are charged for each click on promotional messages displayed in feeds or chats integrated with advertising platforms.
Tips for working:
- Regular testing of copy and visuals helps improve CTR (Click-Through Rate — the ratio of clicks to impressions);
- It’s important to monitor whether the traffic converts — a high CPC without results may indicate weak offers or poor targeting.
CPC works well in the awareness phase of a campaign. It helps introduce a product, channel, or service and attract users at a predictable cost.
