CPC – Cost Per Click
This one is almost unfair and MAY be included solely to prove my point, but I’m the one writing this. Search campaigns have a wide range of expected CPC depending on the competition for your business’ keywords, it is not uncommon for keyword CPC to be in the $1-$5 range or much higher when there is both high competition and high potential for revenue from a lead (plastic molding, construction projects, surgery, etc). Search campaigns will likely continue to be the primary investment in SEM because you are only targeting users who search for a specific set of keywords, which have (hopefully) high relevance to what you do. This is a feather in the cap for the Search Network because with Display the users seeing your ads were not performing a search looking for you, your product, or service. However volume can be quite helpful, and worthwhile. With an example account (last 7 days) Average CPC is over $4, Click-through Rate is approximately 1.7% (16 clicks, 956 impressions), session duration and page depth are both just below averages for Organic. A newly created Display Network campaign was created using a really well-fitting In-Market segment for targeting, and it is giving the search campaign a very hard time. Stats for Display campaign?
Average CPC $.16
CTR 1.53% (198 clicks, 12,924 impressions)
Session duration, page depth, bounce rate are all unfortunately worse in Display than Search to this point but it’s a sacrifice worth making and can be managed with better targeting.