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.
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Marketers create personas to better understand their target audience and what it looks like. If marketers can understand potential buyer behaviors, and where they spend their time online, then content can be targeted more effectively.
It probably won't come as a surprise that 2016's Cyber Monday has earned the distinction of being the biggest online sales day in US history.