Based on years of experience, my gut feeling has always been that CPCs are rising rapidly – and our own data backs that up with an 11.75% increase. 

But when we look more broadly, that growth moderates: WordStream shows 4%, and Google claims it’s just 2.33% – lower than CPI inflation. 

So, which number should we trust? Mark Meyerson

Im with Mark. CPC inflation is noticable. Which means its higher than CPI (normal). Some great detailed reporting by some important verticals; Legal, Shopping, Automotive, Travel.