A look at the average cost-per-click in search by vertical in the U.S. for December 2007 and January 2008. 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.
| Average Search CPC by Category, December 2007 | ||||||
|---|---|---|---|---|---|---|
| Category | CPC ($) | |||||
| Total finance | 2.76 | |||||
| Credit | 3.09 | |||||
| Mortgage | 2.61 | |||||
| Auto finance | 1.46 | |||||
| Travel | 0.64 | |||||
| Automotive | 0.59 | |||||
| Retail | 0.43 | |||||
| Dating | 0.38 | |||||
Source:  2008 | ||||||
| Average Search CPC by Category, January 2008 | ||||||
|---|---|---|---|---|---|---|
| Category | CPC | |||||
| Total finance | 2.70 | |||||
| Credit | 2.95 | |||||
| Mortgage | 2.61 | |||||
| Auto finance | 1.68 | |||||
| Travel | 0.65 | |||||
| Automotive | 0.57 | |||||
| Retail | 0.36 | |||||
| Dating | 0.40 | |||||
| Source: 2008 | ||||||
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