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Keyword Prices Rise, But Only In Some Categories

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Fathom Online's Keyword Price Index showed a 14 percent rise from September, with the average price per keyword jumping from $1.37 to $1.55. The chart below gives a per category breakdown.

Category Oct. 2004 Change From Last Month Percent Change
Consumer Services $0.96 $0.42 78%
Consumer Retail $0.48 $0.16 50%
Mortgage $4.31 $1.14 36%
Travel/Hospitality $0.85 $0.21 33%
Wireless $1.06 -$0.03 -3%
Broadband $1.78 -$0.11 -6%
Investing $1.60 -$0.16 -9%
Automotive $1.39 -$0.15 -10%
Average $1.55 $0.19 14%

Keywords in the consumer services category showed the strongest rise, while a number of categories actually showed decreases.

In terms of actual cost (as opposed to percentage change), the mortgage category had the biggest rise, a $1.14 hike. Fathom attributes that to competition to gain new accounts when interest rates on 30 year mortgages dipped in October, in the US.


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