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.
All top Chinese retailers, banks and internet companies share mobile data in earning releases. None of the top 10 US retailers do, nor does Google. US banks and Facebook are better.
There is of course a lot of discussion about content and what does and doesn't work online. Is long-form the key? Does short-form content have a role to play? Are there other factors at play?