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How can I lower my Cost Per Click?

Please note that we currently offer Yelp Advertising as well as support from our Customer Success team for the U.S. and Canada only. 

You pay a different price per click depending on the supply and demand of that moment, which will depend on factors like how many other businesses like yours are competing for the same clicks, available ad inventory, and consumer interest. The cost per click is determined dynamically through an automated auction that is designed to optimize pricing based on the circumstances. 
Note that the estimated cost-per-click you were provided when signing up may have been higher or lower than your actual cost-per-click because of variations in supply and demand in your category.