This trend forced the minnows into paid channels—originally Adwords, more recently Facebook. But ad networks are auctions where higher demand means higher prices, so having been forced into paid traffic acquisition these companies simultaneously faced an ever increasing cost per click (CPC). These days an Adwords CPC for travel queries can range from $2 to $7 and beyond. Depending on a website’s conversion rate that can shake out at a cost per acquisition (CPA) at anywhere from $40 to $200+. This isn’t just a travel thing—the exact same process has unfolded across all industries and the collective response has been the move towards content or “inbound” marketing. Get the full story at Tnooz