Why Google’s Reported CPC Declines Can’t Tell The Story Of “A Mobile Advertising Problem”

by Ginny Marvin
It's still happening. Google reported on Thursday that the average cost-per-click (CPC) was down again in Q2 from the prior year, marking the eleventh consecutive quarter in which the average CPC fell year-over-year. Some analysts and news outlets have been pointing to this as evidence of Google's "mobile problem" — the problem Enhanced Campaigns was meant to fix when introduced last year.Read the full article