A look at the average cost-per-click in search by vertical in the U.S. for April and May 2008. 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, April and May, 2008 | ||||||
|---|---|---|---|---|---|---|
| Category | CPC May ($) | CPC April ($) | Change (%) | |||
| Total finance | 2.96 | 2.85 | 4 | |||
| Mortgage | 3.15 | 2.86 | 10 | |||
| Auto finance | 1.93 | 1.79 | 8 | |||
| Insurance | 10.63 | 9.49 | 12 | |||
| Travel | 0.74 | 0.76 | -3 | |||
| Automotive | 0.49 | 0.49 | 0 | |||
| Retail | 0.45 | 0.40 | 12 | |||
| Dating | 0.40 | 0.38 | 5 | |||
Source:  2008 |
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