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Ave CPC vs Actual CPC - What's the difference?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Avg. CPC > $2.50. Actual: $3.55

Why would these numbers be so off? I know what each one means, but why would they be so far off?

2 Expert replyverified_user

Re: Ave CPC vs Actual CPC - What's the difference?

Top Contributor
# 2
Top Contributor

Hi franciscomeza, where are you seeing the figure(s) for "actual" CPC?

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: Ave CPC vs Actual CPC - What's the difference?

Follower ✭ ✭ ✭
# 3
Follower ✭ ✭ ✭

It sounds like you are saying you have your Max CPC bids set at $2.50 but the actual CPC is $3.55?

 

If this is right, some reasons could be that you or someone recently lowered bids down to $2.50.  I've never encountered setting a Max CPC and having the Avg. CPC be higher than the Max CPC.  That's the point of the Max CPC - to be the maximum you are willing to pay per click.

 

If you use Conversion Optimizer, it can increase your Max CPC bids but when you use conversion Optimizer, you can't set CPC bids; you set CPA bids instead so this doesn't sound like what you're experiencing.  Enhanced CPC can increase your Max. CPC bids by up to but no more than 30%. http://support.google.com/adwords/bin/answer.py?hl=en&answer=159957

 

Those are the only things I can think of that might cause your actual CPCs higher than what you expect.

Re: Ave CPC vs Actual CPC - What's the difference?

Top Contributor
# 4
Top Contributor

Hello.

 

You may want to check for ad scheduling + bid multipliers (http://support.google.com/adwords/bin/answer.py?hl=en&answer=136677) to see if you're not in that situation, by any chance.

Calin Sandici, AdWords Top Contributor | Find me on: Google+ | Twitter | LinkedIn | myBlog
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Re: Ave CPC vs Actual CPC - What's the difference?

Zee Community Manager
Community Manager
# 5
Zee Community Manager
Community Manager

Hi franciscocmeza,

Did any of the answers help you? Let us know.
Zee
Zee
G+

Re: Ave CPC vs Actual CPC - What's the difference?

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭

Does your actual mean "total cost"? Avg. CPC is a average cost of keywords divided by number of clicks where as actual cost is a total cost consumed in all percieved clicks