Web Reference: For CPC bidding campaigns, you set a maximum cost-per-click bid - or simply "max. CPC" - that's the highest amount that you're willing to pay for a click on your ad (unless you're setting bid adjustments, or using Enhanced CPC). For CPC bidding campaigns, you set a maximum cost-per-click bid โ or simply 'max. CPC' โ that's the highest amount that you're willing to pay for a click on your ad (unless you're setting bid adjustments, or using Enhanced CPC). Average cost-per-click (avg. CPC) is calculated by dividing the total cost of your clicks by the total number of clicks. Your average CPC is based on your actual cost-per-click (actual CPC), which is the actual amount you're charged for a click on your ad. Note that your average CPC might be different than your maximum cost-per-click (max.
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