{"id":2158,"slug":"semrush-2019-2020-insurance-18-cpc","title":"Semrush CPC Map 2019-2020 — Insurance $18.57, Online Education $14.04, Legal $6.97","kind":"reference","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["vertical-cpc-benchmarks"],"reference_body":"**Claim:** Semrush CPC Map (2019-2020, via MarketingCharts):\n\n- **Insurance highest at $18.57**\n- Online Education $14.04\n- Marketing/Advertising $7.40\n- Legal $6.97\n- Electronics LOWEST at **$0.83**\n\n**Source:** Semrush CPC Map 2019-2020 (vendor).\n\n**Caveat:** Vendor. Earlier-year data — vertical rank ordering largely stable, but specific magnitudes have shifted (current Insurance estimates are higher in some quotes).\n\n**Confidence:** Single-source (historical baseline).\n\n**Why this matters for Candid:** Independent (different-vendor) corroboration of the same vertical rank-ordering — Insurance + Online Education + Legal at top, retail/electronics at bottom. The stability of the ordering across vendors AND years is what makes the rank-ordering claim Industry-consensus despite each individual figure being Single-source.","rationale_body":null,"metadata":null,"links":{"outgoing":[],"incoming":[{"slug":"research-brief-smb-widget-vertical-difficulty-june-2026","title":"Research brief: SMB widget vertical difficulty — two-axis tiering by industry (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"semrush-cpc-20x-spread","title":"Semrush 2024 — average $4.18 CPC; \"differ by as much as 20X\"; Handyman $19.78 top","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-06-23T20:03:33.365Z","updated_at":"2026-06-23T20:03:33.365Z"}