A CPC strategy refers to a marketer’s plan for cost per click (CPC) advertisements. CPC ads are those the advertiser only pays for according to how many times people click on the ad. CPC describes the price the advertiser pays for each click in the campaign. A CPC strategy must consider the advertiser’s budget, campaign goals, and the ad rank of others bidding for the same keywords. In AdWords, the average cost per click will vary depending on the industry and business type. Competitive industries will have more expensive CPC options. CPC strategy is necessary to keep costs down while maximizing the performance of the ad campaign.