• http://www.didit.com Kevin

    What the reports don’t do is dig into the CPC reductions. These reductions were (in the data set we looked at at Didit) driven off increased volume on PPC sitelinks and other high quality score links that have been deployed more heavily in Q4 than ion prior quarters (by Google). The surge in incremental clicks at lower than average CPCs drive the overall average down while spend increased due to the increased CTR from the more intrusive ads.