A look at the average CPC (define) in search by vertical in the U.S. for December 2008, compared to the prior month. Data and research are provided by Efficient Frontier. "Total finance" includes auto finance, banking, credit, financial information, insurance, lending, and mortgage. Each vertical contains data from multiple advertisers.
| U.S. Average Search CPC by Category, November and December, 2008 | ||||||
|---|---|---|---|---|---|---|
| Category | CPC December ($) | CPC November ($) | Change (%) | |||
| Automotive | 0.50 | 0.48 | 4 | |||
| Dating | 0.30 | 0.33 | -9 | |||
| Insurance | 11.88 | 11.61 | 2 | |||
| Mortgage | 1.47 | 2.23 | -34 | |||
| Retail | 0.51 | 0.49 | 4 | |||
| Total finance | 1.45 | 1.67 | -13 | |||
| Travel | 0.60 | 0.61 | -2 | |||
Source:  2009 |
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