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Average Keyword Prices Drop For First Time Since September

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The Keyword Price Index from Fathom Online for January showed a 3 percent drop from last month, the first decline since the index began in September. The average keyword price dropped from $1.70 in in December to $1.64 in January. The chart below gives a per category breakdown:

Category

Jan. 2005

Change From Last Month

Percent Change

Mortgage

$4.93

$0.14

3%

Broadband

$1.67

$0.04

3%

Investing

$1.73

-$0.03

-2%

Automotive

$1.34

-$0.07

-5%

Consumer Services

$1.29

-$0.07

-6%

Consumer Retail

$0.52

-$0.06

-10%

Travel/Hospitality

$0.88

-$0.09

-10%

Wireless

$0.79

-$0.30

-28%

Average

$1.64

-$0.05

-3%

The mortgage and broadband categories were the only ones to rise. Mortgage is now the only category to consistently show month-to-month rises since the index began.

The wireless category saw a severe drop. After months of being around the $1.09 mark, it dropped to $0.79. Fathom speculates this might be to do a drop off in giving phones as gifts, now that the holiday shopping period has passed.

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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