Average Search CPC Data by Category for October 2008

A look at the average CPC (define) in search by vertical in the U.S. for October 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, September and October, 2008
Category CPC October ($) CPC September ($) Change (%)
Total finance 1.64 2.06 -20
Mortgage 2.93 2.89 1
Insurance 11.40 12.65 -10
Travel 0.64 0.70 -9
Automotive 0.51 0.54 -5
Retail 0.44 0.45 -1
Dating 0.40 0.44 -9
Note: October financial CPCs saw a sharp decline because of a dramatic increase in clicks (27%) in the financial information subvertical. Without this subvertical, the CPCs decreased by only 1%.
Source: Efficient Frontier 2008

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