beginner
2 min read
CPC (Cost Per Click)
Paying for intent: when clicks signal genuine interest
You only pay when someone clicks your ad.
Best for
Driving traffic to your site when you have strong landing pages that convert visitors well.
Web3 Example
A DeFi protocol with a well-optimized onboarding flow wanting to drive qualified traffic to their app.
• • •
Advantages
- Only pay for expressed intent (a click)
- Better quality signal than impressions
- Publishers incentivized to drive clicks rather than impressions
Disadvantages
- Web3 users are security-conscious and unlikely to click
- Doesn't guarantee conversions
- Subject to click fraud
Typical web3 rates
$0.50-3.00 CPC depending on targeting and competition