November Paid Search CPCs Rose
The cost of travel and automotive search ads rose considerably in November.
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 |
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|---|---|---|---|---|---|
| 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: |
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