A look at the average cost-per-click in search by vertical in the U.S. for April 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.
| Average Search CPC by Category, March and April, 2008 | ||||||
|---|---|---|---|---|---|---|
| Category | CPC April ($) | CPC March ($) | Change (%) | |||
| Total finance | 2.85 | 2.65 | 8 | |||
| Mortgage | 2.86 | 2.32 | 23 | |||
| Auto finance | 1.79 | 1.57 | 14 | |||
| Insurance | 9.49 | 8.88 | 7 | |||
| Travel | 0.76 | 0.76 | 0 | |||
| Automotive | 0.49 | 0.50 | -3 | |||
| Retail | 0.40 | 0.39 | 3 | |||
| Dating | 0.38 | 0.38 | 0 | |||
Source:  2008 |
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