Analysts from the company Aori conducted a study and found that regardless of the topic and region, the click price in PPC advertising is steadily growing, and CTR is falling.
Over the past year, the average click price in Yandex has risen by 25%, in Google by 30%
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Competition for clicks decreased in the Central region, the Urals and the Far East, while traffic became more expensive in the Volga region, Siberia and the North Caucasus.
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Throughout the year, the average click-through price on Yandex Direct has traditionally been higher than on Google Ads.
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Clothing was the most attractive industry in terms of CPC (click price) and Internet software was the least attractive.
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In Yandex, at the request of users, quick answers and links to the internal services of the image platform, collections, maps, etc. are increasingly appearing.
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Trends for 2020:
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Improving auto strategies will lead to a complete departure from manual betting management
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New ad spaces are emerging and spreading: Yandex — TikTok and digital outdoor advertising, Google — YouTube video formats
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Targeting and analytics get more detailed. Yandex expands impressions by user interests, Google breaks down visit data by device type
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How not to overpay?
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You need to regularly update keywords, optimize your budget and rates with automated tools.