CPC (Cost Per Click)
Cost paid for each click on an ad.
Cost Per Click is the amount you pay every time someone clicks on your ad. On Meta, average CPC for e-commerce in Morocco is about $0.08 to $0.25, versus $0.40 to $1.10 in the US. CPC is derived: CPC = CPM ÷ (CTR × 10). Improving CTR is the fastest lever to lower CPC.
Google Ads CPC varies wildly by intent: branded search may be $0.05, while competitive e-commerce keywords in Arabic can reach $1.20. TikTok CPC sits between Meta and Google: $0.10–$0.30 for MENA.
Use CPC as a diagnostic, not a goal. A campaign optimised for purchases will tolerate a higher CPC if conversion rate is strong.