29 Mar '18, 2pm

brand #CPC taking the elevator — up by

brand #CPC taking the elevator — up by

Just a few weeks ago, I wrote about the bizarre Q4 rise of brand text ad cost per click (CPC) on Google, following a Q3 in which brand CPC was actually declining. This despite the fact that Google brand top-of-the-page and first-page minimum bid estimates continued to decline steadily through the end of 2017. While this sudden reversal continues to be somewhat of a mystery, another brand cost-per-click trend continues to take hold on Google’s primary US-based competitor, Bing, where CPC growth has accelerated quickly over the past several months for unknown reasons. The rise of Bing Ads brand CPC Looking at year-to-year Bing Ads brand text ad growth for the median advertiser from a sample of long-standing Merkle (my employer) clients, we find growth started to accelerate in May 2017. Unfortunately for brands, this acceleration carried on into the new year, with February ye...

Full article: https://searchengineland.com/bing-ads-brand-cpc-taking-th...

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