Temu's marketing blitz has intensified discussions around Cost Per Click (CPC) in digital advertising.
Alphabet's earnings statements provide official CPC data, which Smec has analyzed against its own Ecomm CPC benchmark over the last four years.
🕒Historical Perspective
Historically, Ecomm CPCs started to diverge slightly from Google's official figures during and post-pandemic, showing up to 7% deviation on four different occasions.
💸Current CPC Trends
Click costs have risen by 43% from their lowest point in 2020, although prices were notably lower during that period.
Relative to late 2019, current CPCs are approximately 18% higher, aligning closely with the general inflation over the past few years.
🌍Geographical Variations
It's crucial to recognize that these figures represent an aggregated view.
Specific markets, like the UK, have experienced a steady increase in unit costs compared to other European countries.
