Average CPC on search engines by country

An online store in the united states on average spends US$1.19 per user clicking on a keyword they have paid for. In Switzerland the average cost per click is slightly lower with US$0.92. Basis for this analysis is every online store available on the ecommerceDB for which information on Cost per Click (CPC) is available (based on Searchmetrics data). The statistic indicates that especially online stores in financially strong as well as E-Commerce-affine countries must dig deeper into their pockets when an online shopper is directed to their store by an ad. This is comprehensible due to higher competition and the higher purchasing power of the inhabitants.

Cost per Click

Cost per Click is a payment model which is most common in online marketing. Marketing activities like ads, banners or links are paid this way. Costs are only incurred when someone clicks on one of those advertisements. This payment model is used by platforms like Google and Facebook. The price is determined by a formula (Facebook) or an auction (Google). More popular keywords therefore are more expensive.

Average cost per click (CPC) in search engine advertising (SEA) 2020, by country

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Supplementary notes

The e-commerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets.

The following are not included in the e-commerce market: marketplace platforms only, digitally distributed services (e.g. travel tickets), online stores dedicated to digital media downloads or streams as well as online stores dedicated to B2B markets nor sales between private persons (C2C). Market volume, market growth and all monetary figures at store level refer to the annual e-commerce net sales after the deduction of returns.

For more information please visit our methodology page on ecommerceDB.com.

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