The cost per click depends on which pricing system was chosen: flat-rate or bid-based.

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Flat rate is a cost that is set by the site owner before launching advertising and remains unchanged throughout the campaign.
Bid-based — the price is determined by an auction in which several advertisers compete. The winner is the one who offers the highest price.
The cost per click for companies in different niches can vary significantly. This is due to several reasons:

The level of competition in some areas of business is significantly higher, so the cost per click in them is higher.
The more often the keywords and phrases specified in the ad are used in searches, the more expensive the advertising becomes.
If users actively click on the ad, the cost per click decreases.
By analyzing CPC, you can evaluate the return on advertising, the most effective ad format (text, video, banner) and website conversion.

Bounces and Time on Site
Bounce rates and time on site are two indirect parameters for assessing the effectiveness of a marketing campaign. To get a more objective idea of ​​the quality of advertising, it is necessary to additionally take into account the presence of conversion.

A bounce is defined as a visit to one page of a website lasting less than 15 seconds (in Yandex.Metrica). In the case of contextual advertising, this indicator is the average percentage of website visitors who went to the page specified in the ad, but left the web resource, having received important information for themselves or having refused to place an order. When assessing the effectiveness of advertising by this parameter, it is worth considering the structure of the site, its functionality and the purpose of the campaign. For example, if an online store accepts applications only by phone, then viewing the landing page may be enough for a potential buyer to make a conversion. In this case, if the visitor is interested in the product, was able to find the company's phone number or leave his own for feedback, the advertising goals will be achieved. If making a purchase requires visiting several pages (registration, payment, basket, etc.), and visitors do austria whatsapp number database not reach the last stage, then leaving the site may be a signal to check the quality of the campaign:

does the bounce rate depend on the channel from which the traffic comes;
whether the page content matches the call to action text contained in the ad.
About the effectiveness of advertising.
Time on site — the average duration of a visit to a web resource. It takes into account the time spent on the site, from the beginning of the session to the last interaction with the page: moving around the page, conversion action, etc. It can be used to calculate the time it takes a user to make a purchase decision: a few minutes during one session or a whole week. An assessment by this parameter will be useful when advertising products that require time to think about buying. If you offer regular services, and users spend an unnaturally large amount of time studying the content before purchasing, it may be worth changing the structure of the site, its content or design.

Calculation of CPA and CPL indicators
More specific indicators of the effectiveness of an advertising campaign are CPA and CPL. With their help, you can understand whether the business was able to earn money on advertising or spent more money on its implementation than it was able to earn on it.

CPA is a metric for the cost of performing a target action in which the advertiser is interested: ordering a demo version, requesting feedback, etc. The formula for determining:

CPA = total advertising spend / number of target actions

Calculation of CPA and CPL.
CPL — cost of obtaining a lead (contacts, interested buyer). The number of leads can be calculated by the number of completed forms with contact information left for communication.

CPL = total advertising spend / number of leads generated