CPC management

The Advertiser can freely modify the CPC. Depending on the campaign goal (you can read more on this subject in the Advertiser's manual - download) different auction strategies can be chosen.You can freely modify the declared CPC at any chosen moment.

The campaign can be based on two models:

• Max CPC
• Fixed CPC

Max CPC (basic model) – the Advertiser sets the maximum cost he or she Advertiser is willing to pay for one click. The system automatically optimises the actual CPC. The click cost for your ad can be lower than the declared Max CPC.

Fixed CPC - Clients who want to precisely plan their budget can choose a model in which the CPC is set before starting the campaign.

CPC can be differentiated among ads and keywords for the content network and search results.

• a default CPC for the whole campaign - this way you can easily modify CPC for the whole campaign
• a default CPC for an ad - the Advertiser sets a CPC level to be charged automatically for all keywords related to a given ad
• keyword default CPC - the Advertiser can set a CPC level for all keywords separately