The average price for search ads rose sharply for the second month in a row, according to the latest Keyword Price Index from Fathom Online. The average price paid in April rose to $1.95, up from 11 percent from $1.75 in March. It's the only the second month-to-month double-digit rise since the index began in September.
The mortgage category saw the most significant rise, jumping 20 percent from last month to $6.49. That places it well above the amounts paid in other categories. Broadband follows at $2.09. The only categories to show drops were automotive and travel/hospitality, slight 1 percent declines with each. The chart below gives a per category breakdown:
Category | April 2005 | Change From Last Month | Percent Change |
Mortgage | $6.49 | $1.10 | 20% |
Broadband | $2.09 | $0.24 | 13% |
Investing | $2.03 | $0.17 | 9% |
Automotive | $1.40 | -$0.02 | -1% |
Consumer Services | $1.13 | $0.05 | 5% |
Wireless | $1.01 | $0.06 | 6% |
Travel/Hospitality | $0.92 | -$0.01 | -1% |
Consumer Retail | $0.52 | $0.01 | 2% |
Average | $1.95 | $0.20 | 11% |
More information on the latest figures and past stats can be found in this release from Fathom. Below, a graphical look at the prices over time. Prices for the mortgage category are broken out from the others, so that you can better see trends:
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