What is CTC in Digital Marketing? | Shraybee

Shray Bhardwaj
3 min readFeb 1, 2023


What is CTC in Digital Marketing? | Shraybee
Photo by kelisa Bernard on Unsplash

CTC, or Cost-per-click, is a crucial metric used in digital marketing to measure the effectiveness of a marketing campaign. In this article, we will take a closer look at what CTC is, how it works, and why it is important for digital marketers to understand and use it to their advantage.

What is CTC?

Cost-per-click (CTC) is a metric that measures the cost of each click on an advertisement or link. This metric is used in pay-per-click (PPC) advertising, where advertisers pay a fee each time someone clicks on their ad.

How CTC Works

CTC is calculated by dividing the total cost of a campaign by the number of clicks received. For example, if a campaign costs $1000 and receives 100 clicks, the CTC would be $10 per click.

Why is CTC Important in Digital Marketing?

CTC is important in digital marketing because it provides valuable insights into the effectiveness of a campaign. It allows marketers to determine the cost-effectiveness of their advertising efforts and to make data-driven decisions about how to allocate their budget.


CTC is often compared to CPM, or cost-per-thousand impressions, which measures the cost of a campaign based on the number of times an ad is displayed to a potential customer. While CPM is a useful metric, CTC provides more specific and actionable data about the performance of a campaign.

CTC and Ad Quality Score

The quality of an ad can also impact the CTC. Advertisers with high-quality ads that are relevant and engaging to their target audience are likely to receive a lower CTC because they are more likely to receive clicks. On the other hand, advertisers with low-quality ads that are not relevant or engaging to their target audience are likely to receive a higher CTC.

Factors that Affect CTC

There are several factors that can impact the CTC of a campaign, including the target audience, the competition, the ad placement, and the ad format. Marketers need to carefully consider these factors when launching a new campaign or optimizing an existing one.

How to Optimize CTC

To optimize CTC, marketers can make changes to their campaigns that improve ad relevance, increase ad engagement, and target the right audience. They can also test different ad formats, placements, and targeting strategies to find the best combination for their campaign.


In conclusion, CTC is a crucial metric in digital marketing that provides valuable insights into the effectiveness of a campaign. Understanding CTC and using it to optimize campaigns can help marketers make data-driven decisions and improve the return on investment for their advertising efforts. Whether you’re a seasoned digital marketer or just getting started, it’s important to understand and use CTC to your advantage.

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