Cost Per Clicks Down In October
By Anna Johnson on November 24th, 2008As reported by ClickZ, the average cost-per-click across the major search engines, declined between September and October in six of the seven vertical categories tracked by Efficient Frontier.
According to Efficient Frontier’s data (provided to it by multiple advertisers), the average cost per click fell in the Total Finance, Insurance, Travel, Automotive, Retail and Dating categories. It increased by just 1 percent in the Mortgage category.
In particular, the average cost per click in Total Finance – which includes auto finance, banking, credit, financial information, insurance, lending, and also mortgage – fell by 20 percent. The drop was predominately due to a 27 percent decline in the financial information subvertical. Without this subvertical, the average CPC would have decreased by just 1 percent.
On average, a click in the Total Finance category is now $1.64. The next biggest decline was in the Insurance category, which declined by 10 percent to go from $12.65 to $11.40. The average click cost in the Mortgage category increased by 4 cents, from $2.89 to $2.93.
Source: ClickZ, “Average Search CPC Data by Category for October 2008″, ClickZ, November 14, 2008
