Unexpected Trend: CPC Costs Down
In an unexpected trend reversal, Q3 2017 saw CPC decline for the first time since Q2 2016. A variety of factors conspired to bring CPC down. Increased investment in mobile, for instance, played a role (because mobile CPC is still lower than desktop CPC), and Google’s May update to Ad Rank contributed by delivering a 4% decrease in CPC for non-trademark terms.
Despite the quarter-over-quarter (QoQ) decline in CPC, iProspect’s data shows that CPC is still up year over year (YoY). This increase contributed to click declines as advertisers were forced to spend more per click, thus reducing the number of clicks they could afford within their budget constraints.
Representing more than more than 2,500 Google AdWords and Bing Ads accounts and more than 220,000 active campaigns (spanning both Search and Shopping ad formats), iProspect’s Quarterly Paid Search Trends Report identifies and analyzes key trends and developments in search to help you maximize your return from this important marketing channel.
Insights from the Q3 2017 report include:
To learn more about what’s happening now, what to expect for the rest of 2017, and how to get the most out of your paid search efforts this holiday season, download our full report.