Average Cost per Click by Country: Where in the World Are the Highest CPCs?

July 6, 2015
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Location, location, location! In search, we know that users search for different things in different states and that the average cost per click advertisers pay differs by state too.

With more and more advertisers running campaigns internationally, many have discovered that these trends exist across the borders as well! Which countries have the most expensive cost per click? We dug into the data and created this infographic showing the most and least expensive countries for paid search advertising based on the average local cost per click (CPC):

 average cost per click map

Click the map to enlarge

Below are the 97 countries represented in the map, in order of highest average cost per click to lowest average cost per click, compared to the US average CPC, which is between $1 and $2 on the Search network.

  1. The United Arab Emirates has an average CPC 8 percent greater than the US average.
  2. Austria has an average CPC 2 percent less than the US average.
  3. Australia has an average CPC 5 percent less than the US average.
  4. Brazil has an average CPC 11 percent less than the US average.
  5. The United Kingdom has an average CPC 13 percent less than the US average.
  6. New Zealand has an average CPC 14 percent less than the US average.
  7. Chile has an average CPC 16 percent less than the US average.
  8. Switzerland has an average CPC 21 percent less than the US average.
  9. Italy has an average CPC 25 percent less than the US average.
  10. Canada has an average CPC 29 percent less than the US average.
  11. Germany has an average CPC 31 percent less than the US average.
  12. Turkey has an average CPC 32 percent less than the US average.
  13. Finland has an average CPC 33 percent less than the US average.
  14. Jamaica has an average CPC 33 percent less than the US average.
  15. Norway has an average CPC 34 percent less than the US average.
  16. The Dominican Republic has an average CPC 40 percent less than the US average.
  17. Ireland has an average CPC 40 percent less than the US average.
  18. Iceland has an average CPC 44 percent less than the US average.
  19. Portugal has an average CPC 44 percent less than the US average.
  20. Greece has an average CPC 46 percent less than the US average.
  21. Lebanon has an average CPC 47 percent less than the US average.
  22. Japan has an average CPC 47 percent less than the US average.
  23. Sweden has an average CPC 49 percent less than the US average.
  24. Spain has an average CPC 50 percent less than the US average.
  25. Mexico has an average CPC 50 percent less than the US average.
  26. Cambodia has an average CPC 51 percent less than the US average.
  27. Armenia has an average CPC 52 percent less than the US average.
  28. South Africa has an average CPC 55 percent less than the US average.
  29. Israel has an average CPC 55 percent less than the US average.
  30. Netherlands has an average CPC 56 percent less than the US average.
  31. Algeria has an average CPC 56 percent less than the US average.
  32. Nepal has an average CPC 57 percent less than the US average.
  33. Denmark has an average CPC 57 percent less than the US average.
  34. Belize has an average CPC 57 percent less than the US average.
  35. Singapore has an average CPC 58 percent less than the US average.
  36. Thailand has an average CPC 58 percent less than the US average.
  37. Saudi Arabia has an average CPC 60 percent less than the US average.
  38. Macedonia (FYROM) has an average CPC 61 percent less than the US average.
  39. Trinidad and Tobago has an average CPC 61 percent less than the US average.
  40. Nicaragua has an average CPC 61 percent less than the US average.
  41. Oman has an average CPC 61 percent less than the US average.
  42. Indonesia has an average CPC 62 percent less than the US average.
  43. Rwanda has an average CPC 62 percent less than the US average.
  44. Croatia has an average CPC 63 percent less than the US average.
  45. France has an average CPC 64 percent less than the US average.
  46. Libya has an average CPC 64 percent less than the US average.
  47. Kuwait has an average CPC 64 percent less than the US average.
  48. Egypt has an average CPC 65 percent less than the US average.
  49. Belgium has an average CPC 69 percent less than the US average.
  50. Romania has an average CPC 69 percent less than the US average.
  51. Panama has an average CPC 69 percent less than the US average.
  52. Uganda has an average CPC 69 percent less than the US average.
  53. Bulgaria has an average CPC 71 percent less than the US average.
  54. Peru has an average CPC 71 percent less than the US average.
  55. Albania has an average CPC 72 percent less than the US average.
  56. South Korea has an average CPC 72 percent less than the US average.
  57. El Salvador has an average CPC 73 percent less than the US average.
  58. Zimbabwe has an average CPC 73 percent less than the US average.
  59. Jordan has an average CPC 73 percent less than the US average.
  60. Costa Rica has an average CPC 73 percent less than the US average.
  61. Uruguay has an average CPC 74 percent less than the US average.
  62. Tunisia has an average CPC 74 percent less than the US average.
  63. Kenya has an average CPC 74 percent less than the US average.
  64. Malaysia has an average CPC 75 percent less than the US average.
  65. Philippines has an average CPC 75 percent less than the US average.
  66. Vietnam has an average CPC 76 percent less than the US average.
  67. Sri Lanka has an average CPC 77 percent less than the US average.
  68. The Bahamas has an average CPC 77 percent less than the US average.
  69. India has an average CPC 77 percent less than the US average.
  70. Argentina has an average CPC 78 percent less than the US average.
  71. Hungary has an average CPC 78 percent less than the US average.
  72. Morocco has an average CPC 78 percent less than the US average.
  73. Bangladesh has an average CPC 79 percent less than the US average.
  74. Slovakia has an average CPC 80 percent less than the US average.
  75. Mauritius has an average CPC 81 percent less than the US average.
  76. Qatar has an average CPC 81 percent less than the US average.
  77. Bolivia has an average CPC 81 percent less than the US average.
  78. Poland has an average CPC 81 percent less than the US average.
  79. Luxembourg has an average CPC 82 percent less than the US average.
  80. Ecuador has an average CPC 82 percent less than the US average.
  81. Colombia has an average CPC 83 percent less than the US average.
  82. Russia has an average CPC 84 percent less than the US average.
  83. Namibia has an average CPC 84 percent less than the US average.
  84. Pakistan has an average CPC 84 percent less than the US average.
  85. Guyana has an average CPC 85 percent less than the US average.
  86. Montenegro has an average CPC 86 percent less than the US average.
  87. Lithuania has an average CPC 86 percent less than the US average.
  88. Tanzania has an average CPC 88 percent less than the US average.
  89. Venezuela has an average CPC 88 percent less than the US average.
  90. Bahrain has an average CPC 90 percent less than the US average.
  91. Latvia has an average CPC 90 percent less than the US average.
  92. Slovenia has an average CPC 92 percent less than the US average.
  93. Somalia has an average CPC 92 percent less than the US average.
  94. Ukraine has an average CPC 92 percent less than the US average.
  95. Liberia has an average CPC 92 percent less than the US average.
  96. Moldova has an average CPC 92 percent less than the US average.
  97. Serbia has an average CPC 95 percent less than the US average.

Average CPC by Country: Methodology

To determine the relative CPC for each country, I used our free keyword tool to create a list of over 15,000 high-volume English search keywords across over 20 different industries. I then took this list and ran it to the Google Keyword Planner to get average CPC estimates for these keywords in each country to see how Google estimated their costs per click would differ across the globe. With this list of estimated CPCs by country, I then indexed it and compared each country’s estimated CPC against the estimated CPC of the US to complete this analysis.

Having this data be as unbiased as possible was a priority for me. The decision to use estimates from the Google Keyword Planner data protects this research from any biases from individual clients who target different states or use geo bid modifiers. The volume of keywords considered across different industries protects this analysis from a bias of a rogue keyword or industry with spiked regional interest.

Notable Trends in Average Cost Per Click

There are some interesting trends in this regional CPC data.

The Most Expensive Country: United Arab Emirates

The nation with the highest CPCs (and the only country to have a higher CPC than the United States) is the United Arab Emirates, where CPCs average 8% more than they do within the US. A rich and diverse economy – which relies on industries such as finance and tourism, known for their high CPCs – likely helps to put the country at the top of the list.

The Top 10 Highest CPCs

Excluding the UAE and the US, the next ten most expensive countries (Austria, Australia, Brazil, the United Kingdom, New Zealand, Chile, Switzerland, Italy, Canada, and Germany) all either share strong economic ties to the US, have surging economies, have very high English-speaking populations, or some combination of several of these. Also, in all of these countries, Google acts nearly as a monopoly of search, with no significant competition from other search engines.

The Effect of Local Search Engines

Eastern Europe and Russia have a surprising number of spots at the bottom of the list, with incredibly cheap CPCs. We know that some of this is due to a struggling Russian economy helping to cut CPCs for foreign advertisers. It’s also likely due to the presence of Yandex, a competitor search engine to Google, which has an overwhelming majority share of the market in that corner of the world. In similar markets, where Google doesn’t have a majority share of search, like Japan and South Korea (where Yahoo Japan and Naver are the locals’ search engines of choice), we also see discounted CPCs from Google (much as here, in the US, Bing has cheaper CPCs).

A Growing Mobile Only Audience

South and Central America, Africa, and much of the Middle East have CPCs far below the US average. While this is likely for a number of economic reasons and limited internet penetration in these regions, a growing factor is the rising number of users who are accessing the internet and Google on their smartphones. Internationally, mobile CPCs are generally cheaper than desktop CPCs, so a successful mobile strategy is an increasingly critical role in converting these international users.

Do you see any other interesting trends in the data? Are you seeing similar trends in your accounts or in your industry?

About the author:

Mark is a Data Scientist at WordStream with a background in SEM, SEO, and Statistical Modeling. Follow him on Twitter, LinkedIn, and Google +.

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Comments

Nikhil
Jul 07, 2015

Hi Mark,

you have compiled a great list. I got to know about the highest cpc countries. I also got to know why people target US. Very informative article. I have one question in my mind. You have mentioned in this article term "high volume keyword" what does it mean?

Thanks Niks

Mark
Jul 07, 2015

Hi Niks,

Glad you enjoyed it! When I say I compared 15,000 "high volume" keywords, I just mean that I was only considering keywords with a significant number of regular searches on Google, rather than keywords that may not get searched frequently. Think "Soccer cleats" rather than "Nike Men's Magista Obra FG Soccer Cleats Size 11"
http://www.wordstream.com/blog/ws/2010/10/04/high-volume-keywords-vs-low-volume-keywords

Jimmy
Jul 07, 2015

the UAE cpc are in my experience 2 to 3 times more expensive than in the us! Google adwords reaches 3 to 4 or even 5 usd per click on some keywords... One major factor in cpc cost is the search volume, this also makes the prices goes up especially in UAE because of the county resident numbers...

Yuyun
Jul 07, 2015

Hi Mark,

Big thanks to you for sharing this informative list, so now I know what factors can affect average CPC here, and then I can do more for my campaign. But can I ask more about notable trend that you wrote there especially about "Growing Mobile Audience Only" one ?

Thank you for this valuable information.

Mark
Jul 08, 2015

Hi Yuyun,
The "mobile only audience" I'm referring to is that in a lot of the developing world, a larger share of people access the internet from their smartphone exclusively and may not own a desktop or laptop computer or may not have the conventional internet access. This trend is especially prominent in Africa & the Middle East where it's often easier and less expensive to get a decent smartphone than to get a computer and broadband access.
Because mobile is a larger share of search audience in these regions & mobile is also typically cheaper CPC, we expect the CPC in these regions to also be cheaper than other desktop-heavy regions like the US.

Jonathan
Jul 14, 2015

Hi Mark,

Interesting read. You asked if anyone could spot other trends in the data and the only one I can see straight off from your list would be the strong correlation between personal disposable income and CPC. As you point out though the Google monopoly position helps as well.....

As Jimmy remarked in the comments he has observed much higher CPC in country than suggested by the Google data and we have as well in the UK. The fact that all the data is based against a single data set make it comparable but I suspect that in reality the CPC's will be very different and the 'live' results would shuffle this list up somewhat. Oh to be able to mine Google's raw data!

Thanks for taking the time to do this though!

Michael Mokhberi
Jul 16, 2015

Hi Mark,

Thanks for a great blog article. I wonder if you have or know of any statistics/analytics for cost of keywords on Google (or any other major search engine) over time(the longer history the better)? I am looking for a chart that visualises how the price of top 20 keywords have changed over the last years in mature markets such as US or UK. I have heard of an average cost increase well above 100% over a 5 years period. Is that true?

Mark
Jul 17, 2015

Hey Michael,

It may be surprising news that CPCs in most markets have been declining YoY for the past few years - see Google's quarterly earning slides from yesterday: https://investor.google.com/pdf/2015Q2_google_earnings_slides. pdf (remove the space, slide 11).

Although this is a global statistic, the US has always represented a near majority of their revenue, with the UK coming in a distant second, so I'd expect this trend to be true in both markets.

Guio
Jul 20, 2015

Hi Mark,

Great article and powerful chart, congratulations!
I would like to know which time period is referred to

Thanks

Mark
Jul 23, 2015

Hi Guio,

All data is in reference to June 2015.

Leo
Jul 23, 2015

Hi Mark!

Your estimates for the southest countries in LA are right. I work with Argentina, Chile, Uruguay, Bolivia, Peru and Paraguay. All of them are right.
You don´t have Paraguay in your list. The average CPC for the last 30 days was US$ 0,15

Great job!

Mark
Jul 23, 2015

Hi Leo,

Thank for the additional data! I had limited reach in Paraguay, but your number aligns itself with its neighbors and makes sense :)

Wajid
Feb 24, 2016

UAE's CPC greater than united states CPC, Are you Sure ???

Marco
Jul 23, 2015

Hi,
in my opinion, during last 8 years working with AdWords around the world, average CPC increased more than 500% in most countries.
Austria for example, have avg. CPC less than Germany or Denmark. In last country for example, there are keywords avg. 20€ per click.
UK, Germany and France both represent a traffic like as US, reaching 200mln people. It's very competitive to advertise into those countries.

Netherlands, Belgium, The Scandinavia are "little" countries in Europe, but advertise on them has increased in last years more than Spain or Italy, for that avg.CPC (in many industries) have avg. more than 10€ per click.

EAU, Brazil, Chile, Australia haven't same % companies to advertise like as US or Europe. ( maybe those companies are billionaires for to spent any day on Google and similars, without criteria).

Toyin
Jul 23, 2015

Great article and data. However i cannot see Nigeria and a lot of African countries on it like Ghana

Thanks

Toyin

Mark
Jul 27, 2015

Hi Toyin,

Unfortunately, there's limited data from a lot of African countries. A mix of low internet penetration and limited reach on Google left me with insufficient data to rank those countries with much confidence. Even countries as big as China were omitted due to limited reach data from Google.

However, the limited data we do have does suggest that they have similar CPCs as their neighboring countries, meaning that most of Africa has very, very low CPCs. If you have any additional data from these countries, please feel free to share :)

Shivraj
Aug 18, 2015

Great information Mark! This is first time we are seeing this important metrics compiled from around the world. This is really good to know since Google's earning report shows that only 45% of its revenue comes from US and the rest from ROW and UK.

Curious about:

1. Is there some compiled data on the click volumes generated in each geography? This may give some clues on the level of competition and source of the click - desktop and mobile

2. Wondering why Central Asia has come out as grey?

Looking forward to an analysis of trends in CPC country wise :)

Thanks

Andrea
Aug 24, 2015

Sorry Mark, but in my opinion your research has a wrong assumption and the data is totally useless.
You should insert the keywords in the mother tongue of each country. If in US you search for "Insurance", I guess in Serbia none is doing that, but they will search for “осигурање“*(from Google Translate) with different bid...

Am I wrong?
Andrea

pierre
Aug 24, 2015

Agree with you Andrea, it's completely nonsensical to include non English speaking countries in this study.

Ziaul Kamal
Feb 13, 2016

ha ha ha,,
Oh my god, i very thank u so much for this ,,
now , i will be trying this trick, i hope this is trick can help me full

ahmad hipnoterapi
Feb 15, 2016

wow it was very surprising. very cool...........

John Man
Feb 23, 2016

Great informative article.....

I have a question regarding "average cost per click around the world" I want to know that Is it based on your target market where you spending your money for marketing or Is it based on from which currency you're doing marketing in any target region ?

Lionel Messi Vs Ronaldo
Apr 30, 2016

Well I Don't Think That Uae Cpc Greater Than Usa .

Kasnode
May 07, 2016

Hi all. :) Nice to meet you

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