Desktop CPC vs Mobile CPC Benchmarks by Industry Category

Source:  Marketing Science Consulting Group, Inc. using Adwords data (March 2013)

Methodology: Averaged CPC of top 800 keywords in each category, selecting Desktop only versus Mobile only.

Category Desktop CPC Mobile CPC Mobile is % Less
Apparel  $               0.83  $               0.38 -54%
Arts & Entertainment  $               0.96  $               0.47 -51%
Beauty & Personal Care  $               1.29  $               0.76 -41%
Business & Industrial  $               1.33  $               0.86 -35%
Computers & Consumer Electronics  $               1.28  $               0.74 -42%
Dining & Nightlife  $               0.83  $               0.33 -60%
Family & Community  $               1.38  $               0.77 -44%
Finance  $               3.46  $               2.86 -17%
Food & Groceries  $               0.82  $               0.45 -45%
Health  $               2.10  $               1.09 -48%
Hobbies & Leisure  $               0.89  $               0.45 -49%
Home & Garden  $               1.43  $               0.96 -33%
Internet & Telecom  $               1.48  $               0.94 -36%
Jobs & Education  $               2.56  $               1.58 -38%
Law & Government  $               2.24  $               1.24 -45%
News, Media & Publications  $               0.91  $               0.32 -65%
Occasions & Gifts  $               1.16  $               0.48 -59%
Real Estate  $               2.27  $               1.32 -42%
Retailers & General Merchandise  $               0.64  $               0.32 -50%
Sports & Fitness  $               0.90  $               0.34 -62%
Travel & Tourism  $               1.03  $               0.52 -50%
Vehicles  $               1.43  $               1.06 -26%
averages  $               1.42  $               0.83 -45%

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By: Dr. Augustine Fou Sunday, March 17th, 2013 digital

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Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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