Prices Down 29% in One Month — Yahoo Cost-Per-Click
Marketing analytics firm notes steep drop in Yahoo click costs.
As stated by marketing analytics firm Covario, Yahoo’s cost-per-click prices were down 29% following instituting widespread variable click pricing in September. Although it’s unclear what universe of click data Covario used to calculate this, Yahoo is happily quoting it. Covario states the typical CPA is down 11% since the change.
Although initial estimates among parking firms were that parking click revenue would decline anywhere from 2% to regarding 12% following the change, individual publishers are seeing wide variances as their traffic quality scores change.
A bigger drop may be in store once Yahoo implements its fresh “premium” channel segmentation as part of a lawsuit settlement.
But there are a couple bright spots in the news. First, if CPAs are falling as Covario suggests, advertisers might start moving back to Yahoo and push CPC rates back up. Second, Covario notes that click through rates were up 46% following making the change (a correlation that doesn’t make immediate sense to me).
