Content CPC vs Search CPC

[jags]

I appologize if this has been discussed before. Please provide link...

Could someone exlplain a newbie why my content CPC is so much higher than my search CPC?

Thanx,
Tom

[Spudstr]

content is more so related to your copy text.. impressions are MUCH MUCH higher than your search impressions but CTR is also or should be lower compared to search CTR. cost wise.. usally content is cheaper due to people disabling the content match option in the campain settings.

[jags]

Thanks Spudstr,

Yes, impressions are much, much higher and the CTR is much much lower compared to search CRT, but my content CPC is still 5 times my search CPC! Must be my specific ad text ...?!?

"...usally content is cheaper due to people disabling the content match option in the campain settings." You mean people turn off showing their ads on content networks?

[mike_ppc]

Yes, Jags, that's how usually is, and that is why, usually, Content clicks are cheaper than Search.

But, because pricing is different, your search CPC could be lower because you have a very good CTR.

But be very careful! If you set your MaxBid to somewhat like 0.5 $, you must be prepared to pay something like this!. You are lucky if you bid 0.5 and pay only 0.1 (for example) or less.

It also could mean your search competition is small (you have a good niche), but in content you have other competitors, coming from other related KWs.