How much are you charged for a click on your AdWords ad?
Question | Explanation | Answer
AdWords Fundamentals Certification
In general, with AdWords or Google Ads you have a complete control over your spending. The final amount you pay for a click is called actual CPC. Also, keep in mind that you’re often charged less than your maximum cost-per-click (max. CPC) bid. Therefore your actual CPC is usually lower than max CPC.
So, how much are you charged for a click on your AdWords ad? In general, the most you’ll pay is what’s minimally required to hold your ad position. And, any ad formats with your ad. However, keep in mind that your actual CPC may exceed your max.
Ad Rank determines where the ad appears and what types of extensions and other ad formats will show. Ad Rank calculation includes bid amount, ad quality, Ad Rank thresholds, context, and the expected impact of extensions and other ad formats.
In addition, Google recalculates the Ad Rank each time your ad is eligible to appear and competes in an auction. As a result, your ad position can fluctuate each time depending on many factors.
You’re charged only the minimum amount needed to maintain your ad’s position.