CPC benchmarks by industry and category; desktop cpc vs mobile cpc, desktop vs mobile cpc, comparing cpcs across industries

1. CPC Benchmarks
by Industry/Category
Dr. Augustine Fou
http://linkd.in/augustinefou
Marketing Science Consulting Group, Inc.
-1- Augustine Fou

2. Desktop CPC vs Mobile CPC
benchmarks by Industry March 2013
Category Desktop CPC Mobile CPC Mobile is % Less
Apparel $ 0.83 $ 0.38 -54%
Arts & Entertainment $ 0.96 $ 0.47 -51%
Beauty & Personal Care $ 1.29 $ 0.76 -41%
Business & Industrial $ 1.33 $ 0.86 -35%
Computers & Consumer Electronics $ 1.28 $ 0.74 -42%
Dining & Nightlife $ 0.83 $ 0.33 -60%
Family & Community $ 1.38 $ 0.77 -44%
Finance $ 3.46 $ 2.86 -17%
Food & Groceries $ 0.82 $ 0.45 -45%
Health $ 2.10 $ 1.09 -48%
Hobbies & Leisure $ 0.89 $ 0.45 -49%
Home & Garden $ 1.43 $ 0.96 -33%
Internet & Telecom $ 1.48 $ 0.94 -36%
Jobs & Education $ 2.56 $ 1.58 -38%
Law & Government $ 2.24 $ 1.24 -45%
News, Media & Publications $ 0.91 $ 0.32 -65%
Occasions & Gifts $ 1.16 $ 0.48 -59%
Real Estate $ 2.27 $ 1.32 -42%
Retailers & General Merchandise $ 0.64 $ 0.32 -50%
Sports & Fitness $ 0.90 $ 0.34 -62%
Travel & Tourism $ 1.03 $ 0.52 -50%
Vehicles $ 1.43 $ 1.06 -26%
averages $ 1.42 $ 0.83 -45%
Source: Desktop CPC Mobile CPC go-Digital Blog, March 2013
-2- Augustine Fou

3. Medical Keywords
Local Monthly Searches Approximate
Keyword Competition Global Monthly Searches (United States) CPC (Search) - $
cancer 42% 30,400,000 13,600,000 $ 2.42
diabetes 48% 13,600,000 4,090,000 $ 2.86
depression 29% 7,480,000 3,350,000 $ 6.94
arthritis 68% 4,090,000 1,500,000 $ 6.40
cholesterol 42% 3,350,000 1,500,000 $ 5.45
adhd 50% 2,740,000 1,220,000 $ 4.83
allergies 30% 2,740,000 1,500,000 $ 3.42
asthma 46% 2,740,000 823,000 $ 5.61
back pain 48% 2,740,000 1,500,000 $ 4.45
heart disease 33% 2,240,000 1,000,000 $ 1.69
hypertension 16% 1,830,000 673,000 $ 2.26
rheumatoid arthritis 64% 1,500,000 450,000 $ 11.71
fibromyalgia 62% 1,220,000 550,000 $ 3.98
migraines 34% 1,220,000 673,000 $ 3.08
copd 56% 1,000,000 368,000 $ 5.82
osteoporosis 46% 1,000,000 301,000 $ 9.26
bipolar disorder 44% 550,000 368,000 $ 4.98
anxiety disorders 37% 301,000 165,000 $ 1.42
skin problems 42% 301,000 135,000 $ 1.61
sexual conditions 4% 246,000 8,100 $ 2.24
sleep disorders 29% 201,000 135,000 $ 3.24
eye health 40% 74,000 40,500 $ 2.84
heartburn/gerd 29% 3,600 2,400 $ 4.06
$ 4.37
Source: Adwords March 2013
-3- Augustine Fou

4. Top Cholesterol Keywords Local Monthly
Global Monthly Searches (United Approximate CPC
Keyword Competition Searches States) (Search) - $
cholesterol cholesterol 42% 3,350,000 1,500,000 $ 5.61
cholesterol 42% 3,350,000 1,500,000 $ 5.45
ways to lower 31% 823,000 450,000 $ 3.92
low meals 49% 673,000 450,000 $ 1.58
cholesterol high 44% 301,000 201,000 $ 5.56
cholesterol is high 44% 301,000 201,000 $ 5.88
is high cholesterol 44% 301,000 201,000 $ 5.37
high cholesterol 44% 301,000 201,000 $ 5.92
high cholesterol and 44% 301,000 201,000 $ 5.62
for high cholesterol 44% 301,000 201,000 $ 5.74
lower cholesterol 59% 246,000 165,000 $ 5.39
lower the cholesterol 59% 246,000 165,000 $ 5.06
cholesterol lower 59% 246,000 165,000 $ 5.08
to lower cholesterol 59% 246,000 165,000 $ 4.89
to reduce cholesterol 61% 246,000 135,000 $ 5.32
reduce cholesterol 61% 246,000 135,000 $ 5.43
choléstérol 31% 246,000 3,600 $ 5.85
cholesterol foods 60% 201,000 110,000 $ 4.32
diet cholesterol 65% 201,000 110,000 $ 6.13
cholésterol 31% 165,000 3,600 $ 4.47
foods to lower 48% 165,000 110,000 $ 2.43
to low cholesterol 53% 165,000 110,000 $ 5.25
cholesterol low 53% 165,000 110,000 $ 5.29
low cholesterol 53% 165,000 110,000 $ 4.79
$ 5.01
Source: Adwords March 2013
-4- Augustine Fou

5. Top Cholesterol MOBILE
Local Monthly
Global Monthly Searches (United Approximate CPC
Keyword Competition Searches States) (Search) - $
cholesterol cholesterol 44% 823,000 450,000 $ 1.11
cholesterol 44% 823,000 450,000 $ 1.07
ways to lower 24% 368,000 246,000 $ 1.70
low meals 47% 301,000 201,000 $ 0.49
high cholesterol and 50% 110,000 74,000 $ 1.17
is high cholesterol 50% 110,000 74,000 $ 1.12
for high cholesterol 50% 110,000 74,000 $ 1.20
cholesterol is high 50% 110,000 74,000 $ 1.23
high cholesterol 50% 110,000 74,000 $ 1.24
cholesterol high 50% 110,000 74,000 $ 1.16
lower the cholesterol 63% 74,000 49,500 $ 1.48
cholesterol lower 63% 74,000 49,500 $ 1.48
lower cholesterol 63% 74,000 49,500 $ 1.57
to lower cholesterol 63% 74,000 49,500 $ 1.43
reduce cholesterol 64% 60,500 40,500 $ 1.53
to reduce cholesterol 64% 60,500 40,500 $ 1.50
cholesterol foods 71% 60,500 40,500 $ 0.96
foods to lower 39% 60,500 40,500 $ 0.94
cholesterol low 56% 40,500 33,100 $ 1.49
to low cholesterol 56% 40,500 33,100 $ 1.48
low in cholesterol 56% 40,500 33,100 $ 1.44
low cholesterol 56% 40,500 33,100 $ 1.35
diet cholesterol 76% 40,500 27,100 $ 1.44
$ 1.29
Source: Adwords March 2013
-5- Augustine Fou

6. Search Ad CPC benchmarks by Industry
Methodology
Using Google Keyword
Tool, generate keyword
suggestions for each
industry sector; then
average suggested CPC
across the top 200, 400, or
800 keywords.
July 2012
-6- Augustine Fou

7. Related Slideshares
CPM and CPC Pricing Trends
By: Augustine Fou, October 19, 2012
Display Search Social CTR Benchmarks
By: Augustine Fou, March 11, 2013
-7- Augustine Fou

8. Dr. Augustine Fou – Agency Czar
“I advise clients on optimizing their
marketing mix – from traditional to
digital, and within digital from
display to search to performance.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
-8- Augustine Fou