The cost of pay per click advertising varies greatly based on the platform you are advertising on; the competitiveness of the keywords you are targeting; the type of media you are advertising with (i.e. video, quiz, opt-in form, et al); and, how you structure your ad spend for your goals. The best digital marketing experts will tell you, that costs can range from several cents to hundreds of dollars each click. By setting an advertising spending budget; optimizing your campaigns; choosing the right keywords; and displaying the right ads to the right people at the right time, you can control your ad spending and achieve a higher ROI (return on investment).