Higher CTR, lower CPC good news for marketers

01/23/2012 | eMarketer

The average click-through-rate for paid search advertising campaigns on Bing and Google increased last year, a Marin Software study found. Google's CTR went from 1.59% in Q4 2010 to 2.36% in Q4 2011, with a cost-per-click of $1.02, though the CTR peaked in Q3 because of the surfeit of holiday ads in Q4. Increasing CTR and declining CPC is doubly beneficial to marketers trying to stretch ad budgets, according to this article.

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