In a rare turn of events for search marketers, the average CPC (cost per click) search marketers paid to Google in Q4 2011 actually fell by 8% according to MediaPost’s report on Google’s Q4 analyst earnings call.
What I have found is that retaining search marketers can be a challenge compared to other specialties due to:
competitiveness within the specialty, lack of diversity within the field, and commodity nature of specialty.
What’s interesting is that Facebook advertisers are not necessarily sticking around… the article alludes to a “test and learn” phase. What I’m seeing among certain Facebook advertisers is ad saturation and ad burn-in.