Google search CPCs up by almost a quarter

Rob Clapp

An overview of Google search cost-per-click across five key industries and devices between 2014 and 2018.

Google search cost-per-click (CPC) has risen by nearly one-quarter since 2014, according to the latest data from Kantar Media. Between 2014 and 2018, Google search CPC for top keywords rose 23% on both desktop and mobile devices. However, the technology giant has reported continual declines in company-wide CPCs, globally, since Q1 2015. This suggests non-search platforms like YouTube have seen their ad costs fall dramatically in recent years.

By industry, education reported the greatest increase in CPC, with desktop up 40% and mobile up 62%. Kantar also noted that the education sector had the highest average CPC among...

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