Wordstream is a company whose goal is to help other companies use online ad campaigns to improve business. This article on Wordstream’s blog lists the 20 most expensive keyword categories. These are not the most searched terms, but the 20 most expensive terms for advertisers.
An important thing to know when looking at this is that there are two factors being measured here. One is price per click, but the other is search volume. As this follow-up article says, “mesothelioma” is the most expensive word, due to its value in lawsuits, but it isn’t searched enough to appear on the list.
When we talked about the auctions in class, I thought the prices would be a few cents per click. While I’m sure that for a lot of keywords the prices are that low, the big ones, where the advertisers stand to make a lot of money from new customers, come with pretty steep prices.
A few of the words won’t be surprising. “Insurance”, highest price per click $54.91, can justify a high price because a new customer will pay for several clicks each month. “Loans” ($44.28), “mortgage” ($47.12), and “attorney” ($47.07) can similarly pay for themselves pretty quickly. The presence of the word “donate” reminds me that there is an industry behind charitable giving and charities are competing for money.
The strangest term on here is “cord blood”, which I’ve never heard of before today. The follow-up article addresses this, but basically, cord blood is blood from an umbilical cord. It contains stem cells and could possibly help cure diseases the child may face later in life. It’s an extremely profitable industry because there is a high collection and storage fee associated with it.
I found the prices of these words surprisingly expensive, but most of the words themselves make a lot of sense.