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I had a little idea: What if we used data from our Free Keyword Tool to determine which keywords had the highest costs per click (or CPC's) in Google AdWords, driving up online advertising costs?
The infographic we created based on that data is still one of our most popular and most linked to pages ever, but people often ask us for updated data.
Those people, and curious people everywhere, are in luck! We've completed a new, comprehensive analysis of keyword data for five different currencies in English-speaking countries (check out for the data for GBP, CAD, AUS, and ZAR too!).
This time around, we determined the top 25 most expensive keywords (meaning these niche markets are super-competitive) along with their average CPC – and six years later, the results are substantially different!
Ready to see what the most expensive keywords are in 2017? Here we go:
Here's how we got the list: We pulled all the data collected from anonymous AdWords Performance Grader reports across all industries between June 1, 2016 and June 12, 2017, then looked at the top 1000 most expensive keywords seen during that time period and categorized them by core intent.
For example, we lumped the keywords "bail bonds" and "bail bonds los angeles" into a single category since the core intent is the same. Likewise, keywords involving different types of lawyers (such as "malpractice lawyer" and "injury lawyer") or insurance were grouped together. We used a similar methodology last time so as to avoid featuring too many specific long-tail or local keywords that wouldn't have broad applicability to a large number of businesses. We separated distinct services (pest control vs. termites) as much as possible.
We also filtered out keywords with less than 100 clicks from our data set. We only looked at advertisers bidding in USD, GBP, AUD, CAD, and ZAR, and analyzed different currencies separately. We also eliminated non-English ads and duplicates (where both the keyword and the CPC were exactly the same) from that set. The results you're reading about in this article are in USD.
Shout out to everyone who helped compile, analyze, and illustrate the data: our data analyst Josh Brackett, our web team leader Meg Lister, and our designer Kate Lindsay.
The top 25 most expensive keywords in AdWords are as follows:
Keyword | Average CPC |
---|---|
Business Services | $58.64 |
Bail Bonds | $58.48 |
Casino | $55.48 |
Lawyer | $54.86 |
Asset Management | $49.86 |
Insurance | $48.41 |
Cash Services & Payday Loans | $48.18 |
Cleanup & Restoration Services | $47.61 |
Degree | $47.36 |
Medical Coding Services | $46.84 |
Rehab | $46.14 |
Psychic | $43.78 |
Timeshare | $42.13 |
HVAC | $41.24 |
Business Software | $41.12 |
Medical Needs | $40.73 |
Loans | $40.69 |
Plumber | $39.19 |
Termites | $38.88 |
Pest Control | $38.84 |
Mortgages | $36.76 |
Online Gambling | $32.84 |
Banking | $31.43 |
Hair Transplant | $31.37 |
Google AdWords | $30.06 |
What makes these keywords so expensive?
Generally, AdWords keyword costs get driven up in particular niches for one of the following reasons:
When people are desperate for help, they're willing to spend more on services or products to get that problem solved. That means the companies doing the advertising can charge more for those services, and they can often achieve strong ROI on their ad spend even with high costs per click.
These spaces are also highly competitive, because people don't necessarily spend a long time deciding where they're going to shop – they want help NOW! For example, one of the top keywords in the "medical services" category is "emergency room near me." If the advertiser is in the right place at the right time, they can profit big. (Not that I think private companies should be profiting off people who need emergency care…)
Examples of keywords related to urgent problems include:
Last time around, insurance-related keywords were at the very top of the list. According to our data, insurance is no longer king of the hill. That's good news for marketers trying to drive leads in the insurance industry, right? (Sort of – they're still almost $50 per click on average. And there are outliers, like "malpractice insurance," that can cost over $300 per click!)
Now, the most expensive keywords are in the category "business services" – stuff like "data room" and "network security monitoring" – most likely because these services tend to be costly. Companies offering business services are willing to bid more per keyword because there's so much to gain when a prospect does convert, whether it's a single big purchase or a service with a high customer lifetime value.
Our last infographic showed that finance-related keywords (like loans keywords and mortgage keywords) are some of the most costly. You can see similar trends this year – see "asset management" at #5 ($49.86 per click) and "banking" at #23.
Law keywords are still way up there, and on average keywords related to legal services are even more expensive ($54.86 per click compared to $42.51 in 2011). This is part of why marketing for law firms can be a challenge.
People will pay a lot to have their dreams come true. For some, those dreams are about getting an education. Y'all love learning and "degree" remains a very expensive keyword (too bad for those of you marketing in the higher education industry).
Once you get a degree, you can get a higher-paying job, and then reward yourself with a big vacation. Travel-related keywords like "Hilton timeshare reviews" make an appearance this year at #13 on the list.
But people clicking on ads haven't kicked all their bad habits – "casino" is way up there at #3 ($55.48 per click) and "online gambling" makes an appearance too, at #22. Who needs a Vegas vacation when the fun's right there in your laptop?
You're also talking to psychics and getting hair transplants. #questionablechoices
We weren't expecting this one.
Sometimes people google "google," and sometimes people bid on "google adwords" in Google AdWords. (OK, we admit it. You're looking at some of those people right now.)
We can help with that!
Our newly revamped Free Keyword Tool (currently in beta release) has a cool feature that lets you filter your results by industry.
For example, let's say you want to find keywords related to cars, but you're in the finance industry and you're only interested in terms that are relevant to your business. Type in "cars" and select "Finance & Banking" as your industry, and you'll see results like this:
Your results include terms like "new car lease" and "new car incentives." However, if you chose "Arts & Entertainment" as your industry, you'd see results like "cars film" and "pixar cars":
This can really help you to zero in on only the keywords that are going to help you build out your search marketing campaigns, filtering out irrelevant terms so you don't have to weed through them yourself. You can filter your results by 24 different industries.
What about those top 25 keywords – were you surprised?
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For businesses, Twitter is a place to share news, tell stories, and have conversations that support, educate, and delight their customers. It's a place for authentic interactions – but we know that creating these kinds of connections isn't always easy for businesses that are time and resource-constrained. That's why we built a brand new app to help the busy people behind these businesses. Introducing: Twitter Dashboard.
Twitter Dashboard is a powerful tool designed to help businesses connect with their customers and community. Large, dedicated teams typically have the advantage of sophisticated tools provided by Twitter ecosystem partners. Today we're offering a free tool to give all businesses an advantage in the way they use Twitter. With an iOS app and desktop web experience, Dashboard offers a single destination to get things done. It gives business owners a clear picture of what's being said about their businesses, lets them schedule Tweets, and offers insights about their Tweet performance.
Dashboard can help you:
Easily engage with your audience
Create a custom feed to find out what's being said about your business. (Chances are there's more than the mentions you'd normally be notified about!) Use your custom feed to get right to the Tweets you want to see first and better engage with your community. For example, if you work at a cafe, you may see a Tweet from a customer who has a question about your hours. Or, if you're a boutique owner, you might see a Tweet from a potential customer talking about one of your products. The ability to see these Tweets at a glance offers endless opportunities for you to connect with customers and potential customers with responses that add value.
Tweet when the time is right
Now you can schedule Tweets to reach your audience when they're online and you're busy doing other things. If you want to edit your scheduled Tweets while you're on the go, you can use the iOS Dashboard app to update your Tweet queue.
Get Tweet ideas and inspiration
Kickstart your creative process with Tweet tips geared just for businesses. They can help you start conversations and engage your audience in those moments when you're not sure what to Tweet. For example, if you work at a restaurant, a tip like, "Your team is as unique as your business. Tweet a surprising fact about one of your team members," might remind you to share some recent recognition your chef received. Or, if you're an interior designer, seeing, "Share the love. Like and Retweet kind words from your customers," might prompt you to Retweet a customer's excited reaction to one of your recent projects.
We've heard from businesses about how they plan to integrate Twitter Dashboard into their marketing strategy:
Being able to easily schedule Tweets and manage my queue with Twitter Dashboard is critical to staying on track with our engagement campaigns on Twitter.
Logan Robinson, Social Media Manager@GarnetandGold
From our first use we could tell Twitter Dashboard would become an essential tool for our business. Not only is scheduling Tweets now a seamless experience, but having access to a custom timeline is helping us identify the best opportunities to engage with our customers and potential customers on Twitter.
Jeff Kitchen, Online Community Manager@Crutchfield
Get started
The Twitter Dashboard beta is available to all US-based businesses today. Go to dashboard.twitter.com or download Dashboard in the App Store.
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Dog killed a by a man in a desert
man killed a dog in a desert and recording this video
رجل قتل كلب امام امه فمات ابنه امام عينيهرجل قتل كلب امام امه 1601;قتل ابنه امام عينيه . كما تدين تدان .. الفيديو قاسىلايك للصفحه لتصلك كل الفيديوهات الجديدهhttps://www.facebook.com/3almgadeed
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