justablink - 3:36 pm on Mar 7, 2007 (gmt 0)
I suspected this was happening. I have one large client with a brand, and another smaller client within the same vertical, and the CPC is trending lower for the branded client. They do not compete head to head on keywords, as I don't accept clients in the exact same space.
The small client CPC is roughly 15% higher than the branded client. The branded client CPC costs have trended downward by 11% compared to November and December CPC.
For my smaller client, we put more focus on the ad quality, CTR, and landing page. By improving these items the last two weeks, the smaller client is competing better with the big boys.