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CPM ADVERTISING


Average PPC Costs
Metric 2005 2006 2007 2008 2009 2010 2011 2012
Cost per

click (CPC)
$0.38 $0.32 $0.62 $0.71 $1.03 $1.24 $1.04 $0.84
Click through
rate (CTR)
1.5% 0.7% 0.3% 0.3% 0.3% 0.7% 0.4% 0.5%
Average Ad

Position
4.0 4.0 3.9 4.0 3.6 3.7 3.0 2.6
Cost per

mille (CPM)
$5.56 $2.38 $1.95 $2.16 $3.34 $8.55 $3.97 $4.03
Conversion

rate
3.8% 4.0% 7.0% 7.5% 6.0% 6.8% 5.3%

3.4%

Cost per

conversion
$10.18 $7.63 $6.41 $7.02 $12.60 $13.14 $19.74 $24.40
Invalid click

rate
n/a 3.5% 6.5% 4.9% 5.5% 6.7% 10.9%

8.0%

CPM ADVERTISING