Cost per click (CPC) is a payment model utilized in online advertising and mobile app marketing, wherein advertisers pay for each click on their ads. Advertisers establish a maximum bid, and they are charged either the actual cost per click or the maximum bid, whichever is lower. CPC is influenced by various factors including keyword competition, ad quality, and landing page relevance. This model enables advertisers to refine their campaigns by assessing the average cost per click.