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Fathom KPI Finds Prices For Consumer-Targeted Keywords Rise Again

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Fathom Online's Keyword Price Index for November showed a 7 percent rise from last month, with the average price per keyword jumping from $1.55 to $1.66. The chart below gives a per category breakdown, from figures Fathom Online provided to Search Engine Watch:

Category

Nov. 2004

Change From Last Month

Percent Change

Consumer Services

$1.27

$0.31

32%

Consumer Retail

$0.60

$0.12

25%

Mortgage

$4.74

$0.43

10%

Investing

$1.70

$0.10

6%

Travel/Hospitality

$0.90

$0.05

6%

Wireless

$1.09

$0.03

3%

Automotive

$1.35

-$0.04

-3%

Broadband

$1.59

-$0.19

-11%

Average

$1.66

$0.10

7%

Once again, keywords in the consumer services category showed the strongest rise, with consumer retail keywords also up. Mortgage and travel terms also had rises, though at far less a rate than the rise from September to October 2004.

The wireless and investing categories, which had seen a drop between September and October, now show a gain. Only the automotive and broadband categories have now shown two month's worth of decline, since the KPI began in September 2004.

MediaPost has some comments from Fathom about the reasons behind the increases here, As Online Retailers See Black, Search Marketers See A Tinge Of Red, in particular talking about some daily average increases following the traditional busy post-Thanksgiving shopping period.

New figures from DoubleClick also provide a look at the Thanksgiving shopping period and search marketing activity. See our earlier entry, DoubleClick Says Black Friday Was Good For Search Marketing.


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