Many advertisers instinctively treat a lower cost-per-click as a win, but a cheap click that never converts is more expensive than an costlier one that does.
The Real Metric That Matters
Cost per acquisition, not cost per click, reflects whether ad spend is actually working - two campaigns with identical CPC can have wildly different returns.
Common Mistakes
- Optimizing bids purely to lower CPC without checking conversion rate
- Comparing campaigns across different audiences without adjusting for intent
- Cutting a "pricier" keyword that actually converts better than cheaper alternatives
A Better Habit
Reviewing cost-per-acquisition and return on ad spend weekly, rather than just CPC, gives a much clearer picture of true performance.