When giving talks on digital marketing I often include a slide that shows what Google AdWords costs per clicks (CPC) can get bid up to in competitive industries. I recently updated the slide and found that for many keywords CPCs have declined by 50% or more since last year.

AdWords CPC comparison 2016 and 2017

So I did some research and found that people first started to comment on this in August. Many AdSense users – people who own sites where Google ads appear – were complaining that suddenly they were being paid far less.

But for advertisers and marketers this is a windfall. This may make search advertising affordable and cost effective in industries where it wasn’t in the past.

Bing has far lower CPCs than AdWords. And you can see from the chart that its older, less tech savvy users are really not searching for tech solutions.