November Paid Search CPCs Rose

The cost of paid search ads in the automotive, finance, retail, and travel categories rose substantially in November, on a year-over-year basis, according to search ad management platform provider Efficient Frontier.

Despite a slight month-over-month decrease in CPCs for the travel category, the cost of ads in the sector grew 37 percent, year-over-year. Automotive, meanwhile, also experienced strong year-over-year growth of 24 percent, and a month-over-month rise of 11 percent.

The retail category experienced year-over-year growth of 6 percent, but Efficient Frontier predicts strong increases in CPC prices during December, thanks to the holiday period.

U.S. Average Search CPC by Category,
November and October 2010
Category CPC November 2009 ($) CPC October 2010 ($) CPC November 2010 ($) Month-over-Month Change (%) Year-over-Year Change, October (%)
Automotive 0.51 0.57 0.63 11 24
Finance 1.91 2.07 2.11 2 10
Retail 0.47 0.46 0.50 9 6
Travel 0.51 0.71 0.70 -1 37
Source: Efficient Frontier 2010

 

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