The „Cheap CPC“ Trap
Lower CPC feels efficient.
It creates psychological comfort.
But efficiency in acquisition cost does not guarantee efficiency in outcome.
Consider two scenarios:
- Keyword A: CPC 4CZK, CR 0.5%
- Keyword B: CPC 20 CZK, CR 5%
Keyword B is four times more expensive per click —
yet ten times more efficient per conversion.
Chasing lower CPC often leads to:
- Broader targeting
- Lower intent traffic (worse times and placements)
- Reduced overall profitability
In competitive auctions, higher CPC may reflect higher purchase intent.
The better question is:
What is the cost per outcome — not cost per interaction?