What is CPC (cost per click)? How PPC advertising works

It’s important for brands to measure their digital marketing metrics, including comparing CPC vs CPM (cost per mille, or the cost per 1,000 ad impressions). The click-through rate (CTR) of an ad, landing page, or article is the rate of the number of clicks to another page that it receives. CPC is based on the number of actual clicks the ad receives, while CPM is based on the number of times an ad is viewed, regardless of whether customers click on it or not. Brands can use both metrics, considering the implications of each, for a more comprehensive view of the performance of their ad campaigns.