A look at the average CPC (define) in search by vertical in the U.S. for September 2008, compared to the prior month. Data and research are provided by Efficient Frontier. "Total finance" includes auto finance, banking, credit, financial information, insurance, lending, and mortgage. Each vertical contains data from multiple advertisers.
| U.S. Average Search CPC by Category, August and September, 2008 | ||||||
|---|---|---|---|---|---|---|
| Category | CPC September ($) | CPC August ($) | Change (%) | |||
| Total finance | 2.06 | 2.66 | -22.6 | |||
| Mortgage | 2.89 | 2.68 | 7.8 | |||
| Insurance | 12.65 | 12.13 | 4.3 | |||
| Travel | 0.69 | 0.72 | -4.2 | |||
| Automotive | 0.54 | 0.57 | -5.3 | |||
| Retail | 0.50 | 0.44 | 13.6 | |||
| Dating | 0.44 | 0.43 | 2.3 | |||
Source:  2008 | ||||||
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