Travel CPCs Up In August, as Others Fall

The average search cost-per-click in the Travel sector was up 14 percent in August, month-over-month, according to data from Efficient Frontier. During the same period last year, the search firm estimated CPCs in the category rose just 3.3 percent, suggesting a continued recovery for the sector following the market slowdown in 2008 and 2009.

Meanwhile CPCs in other categories were down, with automotive, retail, and finance CPCs reduced by 10.5 percent, 2.3 percent, and 4.4 percent, respectively. According to Efficient Frontier it saw similar reductions last year, however, suggesting the change is seasonal. On a year-over-year basis, CPCs were up in all sectors, the company said.

U.S. Average Search CPC by Category,
July and August 2010

Category CPC August 2009 ($) CPC July 2010 ($) CPC August 2010 ($) Month-over-Month Change (%)
Automotive 0.42 0.57 0.51 -10.5
Finance 1.66 1.83 1.75 -4.4
Retail 0.37 0.43 0.42 -2.3
Travel 0.52 0.62 0.71 14.5
Source: Efficient Frontier 2010

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