A look at the average cost-per-click in search by vertical in the U.S. for June, July, and August 2008, compared to prior months. 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, Q2 2008 | ||||||
|---|---|---|---|---|---|---|
| Category | CPC August 2008 (%) | CPC July 2008 (%) | CPC June 2008 (%) | Change, June-July (%) | Change, July-August (%) | |
| Total finance | 2.66 | 2.65 | 2.94 | -10 | 0 | |
| Mortgage | 2.68 | 2.99 | 3.53 | -15 | -10 | |
| Auto finance | 1.60 | 1.29 | 1.91 | -32 | 24 | |
| Insurance | 12.13 | 10.62 | 11.14 | -5 | 14 | |
| Travel | 0.72 | 0.72 | 0.67 | 7 | 0 | |
| Automotive | 0.57 | 0.55 | 0.50 | 10 | 4 | |
| Retail | 0.44 | 0.46 | 0.47 | -2 | -4 | |
| Dating | 0.43 | 0.42 | 0.41 | 2 | 2 | |
Source:  2008 | ||||||
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