With PPC advertising, you get to pick the maximum amount you are willing to pay each time somebody clicks on your ad. This maximum "bid", combined with a myriad of other factors — including the relevance of your ad copy, the structure of your campaign and the historical performance of that keyword — determine exactly what you end up paying and in what position your ad will appear. The more you are able to pay, the higher you will show up in the search results, and the more clicks you will receive. Depending on the competition for a given keyword, each click can range from €0.05 to’ €2.00 or more, with an industry average of about’ €0.50 per click.
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