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CPC – Cost Per Click

In the realm of online advertising, CPC (Cost Per Click) stands as a fundamental metric that shapes marketing strategies and expenditure decisions. Particularly relevant in Pay-Per-Click (PPC) campaigns, CPC represents the amount an advertiser pays for each click on their advertisement. For news websites leveraging digital advertising as a revenue stream, comprehending CPC is paramount for optimising revenue generation.

Definition and Calculation

CPC is calculated using a straightforward formula:


  • Total Cost refers to the expenditure incurred by the advertiser for displaying their ads.
  • Total Clicks denotes the aggregate number of clicks received on the advertisement.

For example, let’s assume an advertiser spends £500 on an online campaign and receives 100 clicks on their ad. Using the formula:

Hence, the CPC for this campaign would be £5 per click.

Significance in News Websites

For news websites, CPC is instrumental in evaluating the effectiveness of advertising campaigns and maximising revenue. Given the dynamic nature of digital advertising, understanding CPC aids in strategising ad placements, targeting specific demographics, and refining content to attract higher-quality clicks.

Excel Calculation

Excel facilitates the calculation of CPC efficiently. Here’s a step-by-step guide to computing CPC using Excel:

  1. Data Input: Enter the total cost and total clicks in adjacent cells.
  1. Formula Application: In a new cell, apply the CPC formula using Excel’s division function.
  1. Result: The cell containing the formula will display the CPC value (£5 in this case).

Strategies to Improve CPC

To enhance CPC and subsequently boost revenue, news websites can employ various strategies:

  1. Keyword Optimization: Targeting relevant keywords in ad campaigns enhances click-through rates, thereby improving CPC.
  2. Ad Placement: Strategic placement of ads within content or on high-traffic pages influences click rates and CPC.
  3. Audience Segmentation: Tailoring ads to specific audience segments enhances relevance and encourages clicks, positively impacting CPC.
  4. Ad Quality: Compelling ad copy and visually appealing creatives attract more clicks, leading to a lower CPC.


CPC serves as a pivotal metric in online advertising, enabling advertisers and news websites to gauge the efficiency and profitability of ad campaigns. By understanding CPC and implementing targeted strategies, news websites can optimize revenue generation and enhance the overall effectiveness of their digital advertising initiatives. Excel simplifies CPC calculations, providing advertisers with a user-friendly tool to analyze campaign performance and make informed decisions.