The document discusses increasing costs-per-click (CPC) in paid search campaigns in Southeast Asia between 2010 and 2011. It notes a 10% growth in paid search spending in the region. As spending increases across industries and keywords, CPCs have also risen for many advertisers on campaigns on Google and Yahoo. The document provides examples of CPC inflation in various categories from 2009 to the third quarter of 2011. It recommends ways for advertisers to combat rising CPCs, such as reducing campaign changes, using always-on campaigns, bid management tools, and calculating incremental click costs.