The average price of CPC search ads in the travel sector grew by more than 20 percent in January on a year-over-basis, according to data from online ad management platform provider Efficient Frontier. Prices also rose in the automotive, finance, and retail categories, pointing to an increasingly competitive overall search ad marketplace and growing investment from advertisers.
Following the holiday period in December, CPCs across all sectors dipped on a month-over-month basis, with retail – unsurprisingly – experiencing the largest change. After a year of strong growth in CPC prices in 2010, Efficient Frontier predicts more modest rises in 2011 as the market returns to more stable conditions following the economic turbulence of 2009.
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If you think the lowly keyword is dead, think again. Good research can help a business position itself with the the right content to engage the audience at different points of the consumer purchase journey.