There are many factors that can affect the price per click. First, it is the ad itself, namely its quality, the effectiveness rate (CTR). It is necessary that the ad matched the query that the user enters in the search box. It is also important that the query and the ad itself corresponded to the landing page to which the user hits after clicking on the ad.
You should also take into account the competitive activity of keywords, the regions in which you want to display your ad and time of day in which you want to advertise.
The minimum cost per click in Google Ads is $0.01.
PPC is not only found in contextual advertising.
PPC in other types of advertising
Suppose you want to advertise at a site. To do this, you need to pay PPC to the owner of the site. In other words, PPC – this is a certain amount that the advertiser pays the owner of the site for each user clicks on their advertising, placed on this site.
There is also such a concept as PPC networks. These are advertising systems that offer advertisers and site owners a partnership in a cost per click payment model. PPC revenue is the amount of money a webmaster (site owner) receives for placing ads on his site.
In the area of online advertising, PPC often refers to CPA networks (networks with a cost per action model – per action). All of these systems are a kind of “digital bazaar” which offers advertisers and website owners cooperation under different payment models (per click, per impression, per target action, per installation, etc.). The PPC model in such networks is less popular with advertisers because it is much more difficult to measure the effectiveness of clicks than the effectiveness of targeted actions (the CPA model).