Yesterday Luke, Bill and I had lunch with Jeremy, Justin and Carl from Cleveland Brothers. We were talking about pay-per-click advertising and Luke said that the keywords with the highest cost per click (CPC) would make a good blog post. So here it is!
I looked into this a little while ago and remember that clicks for personal injury lawyers are pretty expensive, at about $20.00 apiece. I thought that was about the highest CPC out there.
Boy, was I wrong! It turns out that every one of the top 25 most expensive keywords belongs to one of 10 industries. I averaged their click costs to give you:
The 10 Most Expensive Industries to Advertise Online:
Business/Industry | Keywords in Top 25 | Average Cost Per Click | |
---|---|---|---|
1 | Structured Settlements | 2 | $51.97 |
2 | Secured Loans | 2 | $50.67 |
3 | Buying Endowments | 1 | $50.35 |
4 | Mesothelioma Lawyers | 5 | $50.30 |
5 | DUI Lawyers | 4 | $49.78 |
6 | Conference Call Companies | 1 | $49.64 |
7 | Car Insurance Quotes | 3 | $49.61 |
8 | Student Loan Consolidation | 3 | $49.44 |
9 | Data Recovery | 2 | $49.43 |
10 | Remortgages | 2 | $49.42 |
Source Fifty bucks!
Are you serious? How can anybody justify that expense?
Four words: high lifetime customer value. Buying a structured settlement nets a lot of money over a long time period for the advertiser. The same goes for refinancing student loans and remortgaging a house.
DUI and Mesothelioma lawyers make a killing in settlement money, so paying $50 per click is really pocket change.
Data recovery and conference calling software fosters long term client-vendor relationships. One new client can mean millions of dollars in recurring revenue over the years of the contract.
You don’t see any one-time purchases on this list, and for good reason. It’s simply not worth it to pay a fortune in the hopes of selling one product once.
These big spenders are aiming high: millions of dollars in a lawsuit or hundreds of thousands of dollars in a high-interest loan. With this in mind, how much is a click really worth to your business?
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