The grocery store and gas pump aren’t the only places Americans are seeing inflation hit. In a recently released report, Google has increased the Cost Per Lead (CPL) across the board. With an average cost increase of 19%, some industries like Arts/Entertainment, Travel, Furniture, and Business Services have seen increases of 134%, 69%, 54%, and 34%, respectively.
While we know manufacturers are dealing with supply chain issues and the heavy labor cost, it is unclear what cost drivers Google experiences to generate these steep CPL increases. “It’s almost like Google is getting hit by the reflection of their Ad Quality score algorithm,” shares Mike McDermott, President of Bash Foo. “Websites are being scrutinized (by Google) more and more for quality content, page speed, and mobile conformance, and the result affects not only the organic search ranks but also the quality scores for their ads.”
Dash to SEO
One area of the market that hasn’t seen huge increases in cost is search optimization agencies like Bash Foo. Unlike Google Ads, SEO is agnostic and without a platform, so SEO is still measured in hourly wage chunks. “We have experienced some labor increases, more along the lines of the rate of inflation (7-8%) but nothing even close to the nearly 20% spike that Google Ads is expressing”.
What this Means for Your Business
The results of high-quality SEO work drive organic search results toward Page One. It’s not as quick to deliver results as Google Ads may be. However,...
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