B2B Google search clicks cost 21% more, with non-brand CPCs up as much as 36%
· 57m ago · Originally reported by PPC Land
An analysis of fourteen B2B advertisers found Google non-brand click costs rose an average of 21%, and 36% once budget and account changes were factored in. Individual results varied widely, from 1% to 44%.
Why it matters
Rising CPCs mean the same ad budget buys fewer clicks, squeezing B2B marketers' lead generation. The wide spread shows averages can hide very different experiences per advertiser.
Explain it like I’m new here
It's like the price of bus tickets going up 21%, but some riders paid way more than others depending on when and how they bought.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
CPC (cost per click)
CPC (cost per click) is a pricing model where the advertiser pays only when someone clicks the ad, and also the average amount paid per click.
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