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What is maximum cost per click (max CPC)?
Maximum cost per click is the highest amount you think a click is worth and the highest you want to pay. The maximum CPC set may not be the amount you actually pay for the click.
Until you understand how much you can afford to spend per click and you’ve had time to optimise your ad copy and landing page copy, we recommend setting a max CPC of no more than £1.00 for sites on the mainstream network and £0.80 for sites on the casual network.