How Important Is Your Google Ad Cost per Click (CPC)?

You've got your Google Ad Campaign setup and generating some clicks. The problem is, your cost per click seems really high. If only you can get clicks for cheaper, you'll be able to increase your return on ad spend right?

Maybe... but maybe not. I've been managing Google Ad Campaigns for years and one thing that I've learned is that focusing on and obsessing over cost per click can get you in trouble.

Keywords that generate cheaper clicks don't always produce a lower cost per conversion or higher return on ad spend.

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