Up or Down?
A follow up to yesterday’s blog, I thought it would be of interest to know a little more about keyword prices.
An article in the Research Brief appeared today that listed the top browsers and top categories in the financial industry. It identifies the number of unique audience (visitors, users). This in turn is one of the sources that companies use to gauge the value of key words in an industry. Then the bidding begins.
In another article by the Research Brief dated Feb 2, 2006, it mentions that keyword bidding prices are on the decline.
Hold up, you need to really read the full article. Only segments within an industry might be less costly. They based this report on the fact that more keywords and phrases are being developed by companies and are used in the bidding process, which in turn means more specific choices for customers to type in the search engines.
In all, costs are not really going down, just more choices. More targeted words are being used.
An example shows that in the automotive market, from Oct 2005 to Dec 2005, the average keyword went from $1.30 to $1.52. In contrast, such as a saturated market like Mortgages-Finance went from $3.66 to $3.30 (in that same period).
This further reinforces my point from yesterday. Keywords are good sources to build traffic, but can you really afford it?
I guess it all depends on your outlook, your budget and how aggressive you want to be.
The best way to get positive results is with a mix of keywords (if you are a believer in this media) plus a solid publicity program and a good web marketing campaign. This will build the image and branding you need along with qualified results.