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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