December CPC Search Prices Up Versus 2009

Having posted strong year-over-year growth in November, average search CPC prices were also up in December, according to data from Efficient Froniter.

Although prices in the finance and travel spaces were seasonally down versus November, prices of ads in those sectors grew 10 percent and 23 percent compared with December 2009.

Meanwhile, the automotive and retail categories saw month-over-month growth of 2 percent and 10 percent respectively, month-over-month, and 15 percent each on a year-over-year basis.

According to Efficient Frontier Director of Business Analytics Siddharth Shah, the company’s intitial estimates suggest CPCs rose by around 20 percent for the fourth quarter of 2010 compared with the same period in 2009.

U.S. Average Search CPC by Category,
December and November 2010

Category CPC December 2009 ($) CPC November 2010 ($) CPC December 2010 ($) Month-over-Month Change (%) Year-over-Year Change, December (%)
Automotive 0.56 0.63 0.64 2 13
Finance 1.78 2.11 1.95 -8 10
Retail 0.48 0.50 0.55 10 14
Travel 0.52 0.70 0.64 -9 23
Source: Efficient Frontier 2010

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