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: