February 4, 2005, 12:00 AM

Retailers’ average keyword click price drops in January

Retailers paid an average of 52 cents per keyword click in January, down from 60 cents in November and 58 cents in December, reports search engine marketing company Fathom Online.

Kurt Peters

Executive Editor

 

The average price of keyword clicks paid in search marketing programs dropped after the holiday buying frenzy, reports search engine marketing company Fathom Online, which has created an index of keyword costs. Retailers paid an average of 52 cents per keyword click in January, down from 60 cents in November and 58 cents in December. The average was higher, however, than October’s 48 cents and September’s 32 cents.

Travel providers’ average keyword cost dipped from 97 cents in December to 88 cents in January. Consumer services providers paid an average of $1.29 in January, down from $1.36 in December but up slightly from $1.27 in November.

Finance/mortgage marketers paid the highest average keyword price at $4.93 in January, up from $4.79 in December.

Fathom Online tracks averages across eight industries. The average keyword across all industries in January cost $1.64, down from $1.70 in December and $1.66 in November. The cross-industry average was $1.55 in October and $1.37 in September. Fathom Online began its index in September.

 

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