Google ads and CPC

[u/DragonfruitKiwi572]

I've been noticing on a lot of my accounts, that somehow by default, the avg cpc column is unchecked. I didn't do it since I am VERY interested in what my cost per clicks are so I always annoyingly have to go back in to modify columns and check avg cpc. Is there a reason google is "hiding" this from me? Does this happen to anyone else? The only thing I can think of is they want us to hyper focus on cost per conversion or ROAS or something else as cost per clicks have been going up up up. On a similar vein, can't they just cut cost per click? Or has revenue dropped so much with AI stealing traffic and data that they feel they have no choice?

But I digress.

Anyway, thoughts?

[u/Available_Cup5454]

Save it as a custom column preset so it stays checked by default

[u/Single-Sea-7804]

i thought i was crazy but yes i see this on every audit and on every new account nowadays.