by Laurie Sullivan, Wednesday, October 14, 2009, 3:45 PM
[excerpt]
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=115431
The highest-priced keyword in the United States last month sold on Google
for $99.44 per click, according to the AdGooroo Search Engine Advertising
Update: Q309.
The report released Wednesday pegs Mesothelioma as the highest-selling
keyword in September. The same word sold on Yahoo in the No. 1 spot for
$60.68 per click. The phrase "auto insurance comparison" took top honors
on Bing, bringing in $55.20 per click.
It's the first time that AdGooroo's quarterly report has analyzed the
price for keywords, according to Rich Stokes, founder and CEO of AdGooroo.
He couldn't tell Online Media Daily how many times the top keywords were
clicked on during the month.
As for the word "mesothelioma," it seems lawyers have ramped up
paid-search ads based on lawsuits related to the asbestos-causing lung
cancer. The paid search ads direct people to lawyers affected by the death
sentence. "If I was a law firm specializing in mesothelioma lawsuits I
would put the paid-search ads on Bing," he says. "The word hasn't caught
up demand on Bing as it has on the other two search engines."
Stokes believes average cost per click (CPCs) will remain flat through
2010. Advertisers can expect to see keywords shift in and out of the
top-priced list. It suggests the industry has begun to mature.
The report also lists the top 25 U.S. advertisers by search engine. Among
the top in alphabetical order are Amazon.com, Ask.com, Att.com, eBay.com,
Google.com, Priceline.com and more. Companies come and go from this list
each quarter, Stokes says. Travel companies seem to dominate in the first
quarter, replaced in the fourth quarter by retail.
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