January 7, 2005, 12:00 AM

Retailer keyword costs dip slight in December

Retailers paid an average of 58 cents per click on keywords in search engine marketing programs in December, the Keyword Price Index from Fathom Online reports. That is down from 60 cents in November.

Kurt Peters

Executive Editor

 

Retailers paid an average of 58 cents per click on keywords in search engine marketing programs in December, the Keyword Price Index from Fathom Online reports. That is down from 60 cents in November and up from 48 cents in October and 32 cents in September.

The drop was not unexpected. “The online market buying season ends earlier because of the shipping window,” says Chris Churchill, CEO of Fathom Online.

Marketers in the Consumer Services category (online dating, religious and education offerings, spas, entertainment) paid an average of $1.36 per keyword click in December, up from $1.27 in November and 96 cents in October. Travel marketers paid 97 cents, up from 90 cents in November and 85 cents in October.

San Francisco-based Fathom Online, a search engine marketing company, tracks prices on the 500 most popular generic keywords in eight marketing categories, as measured by total search inquiries across the top five ranked positions on Tier I, II and III search engines.

 

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