Cost per click is a payment model that requires an advertiser to pay the publisher for each instance when his ad was clicked inside the publisher’s inventory. Cost per click is calculated as the ratio between a total cost advertiser pays for an ad campaign to the total number of clicks that campaigns generate. In the CPC payment, one is charged only when someone clicks your ad. If your ad doesn’t get many clicks, you will benefit by obtaining thousands of impressions for free, along with saving a heavy price for ads that don’t perform well. Average CPC varies widely depending on the industry and business type. But the average CPC across all sectors is estimated at about $2. Cost-per click is crucial because it is going to determine the financial success of the paid search campaigns, and how much AdWords will cost for those. The overall ROI of ad campaigns is determined by how much is paid for clicks and the quality of traffic they’re bringing in. Hence, it is essential to think about the cost per click in terms of both price and value. Read the detailed review on top CPC ad networks for Publishers, Advertisers and Media agencies to know more.