Average Keyword Prices Drop For First Time Since September

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:

Related reading

guide to call tracking
Converting custom Using analytics to optimize sales funnels for new and returning customers
set up google analytics annotations for google updates
Three tools providing actionable competitive research insight