After three months of decreasing cost per click prices on Google AdWords, the CPC is on the move up for the majority of the accounts we are managing.
I manage numerous Google AdWords accounts and am seeing this as a strong trend starting in mid March and continuing into April. The cost per click is increasing in nearly all accounts. However, impression activity is still low or the same on many accounts. So although advertisers are feeling bullish about AdWords and moving back into the platform, searchers and buyers have still not returned to previous levels.
For advertisers who have a click budget under $500 a month for clicks, it will be a struggle to get Google to serve their ads due to increasing competition for the available clicks with the decreased search traffic. Advertisers with larger budgets will simply, by default, hog the available traffic as Google tries to help them spend their budget during the day. With their budget lasting longer into the day it will be hard for those with smaller budgets to get a piece of the available action.