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If by portals you mean lead gen sites like Vimo & GoHealth I 100% disagree.Once people stop using the portals we will see PPC cost drop.
On average they're paying a much lower price per click since they usually maintain amazing quality scores. High keyword relevance, high click through rates, keyword targeted & segmented ad groups, with low bounce rates lead to a great quality score and the better the quality score the lower you can pay-per-click.
My point being, people doing the opposite (aka BAD SEARCH MARKETERS) are driving up the average price per click and since there will always be bad marketers if you want to pay less you need to improve your quality score (per keyword) or find virgin land to advertise on.
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