Search Efforts

What is the average cost-per-impression for all search engines on the web?

I'm wondering if anyone knows where to find average cost-per-impression data for all search engines (Yahoo, Google, and Microsoft), for all keywords. Thanks!

Public Comments

1. that varies honestly. Most of the big engines (Google, Yahoo, MSN, etc) have gone to a format where the advertiser defines their spend and the impressions are spread out accordingly. To keep cost down set a low CPC but run your campaign for a significant amount of time if you are in a position to do so, plus use Google to generate more exposure even though I think Yahoo presents more qualified impressions.
2. The vast majority anywhere between .10¢ and $1.50 per click. It depends on the keyword and how valuable it is for people to click it. For example, if you bid on the name pencil vs car which do you see as potentially paying back your cost per click?