Maximum cost-per-click (Max CPC)

Maximum cost-per-click (Max CPC) is the highest amount an advertiser is willing to pay for a single click on their ad. This bidding parameter sets an upper limit rather than a fixed price, as actual costs are typically determined by the second-highest bid plus one cent in auction systems. Strategic Max CPC setting balances competitive positioning with profitability goals, often using conversion data to calculate maximum bids that maintain target return on ad spend.