Any of us know how important it is to choose the correct keywords when involved in Google PPC. If your average profit per item is measured in pence or Pounds as opposed to hundreds of Pounds then one has to keep the CPC as low as possible. But some industries have an almost unbelievable cost per click;
Insurance-related keywords are the source of 24% of Google’s AdWords revenue, with the highest CPC coming in at a whopping $54.91, according to a study by search marketing company WordStream. The company used its own keyword database and the Google Keyword Tool to come up with the top 10,000 most expensive English-language keywords over a 90-day period.
Examples of key phrases in the Insurance category included “buy car insurance online” and “auto insurance price quotes.”
Next in line came the Loans category, commanding 12.8% of revenue with CPCs as high as $44.28. Typical keywords in Loans include “consolidate graduate student loans,” and “fixed home equity loan rates.” Third was the “Mortgage” category, which, one supposes, could have been put together with Loans. As its own category, Mortgages represented 9% of revenue, with the highest CPM coming in at $47.12.
Rounding out the top 10 categories, in order of percentage of revenue represented, include Attorney, Credit, Lawyer, Donate, Degree, Hosting and Claim. Again, Attorney and Lawyer could be argued to be a single category, but WordStream broke them into two separate buckets.
Clearly, the categories representing the highest revenue potential for Google — with both high CPCs and high volume — are those with large potential customer bases wiling to pay the most to acquire a customer. These are advertisers for whom acquiring a customer represents a substantial reward, either because it is an expensive purchase or because the customer has a high lifetime value.