An important factor to Adwords and an advertiser’s PPC campaign is to keep cost to an absolute minimum to gain efficiency of the campaign. This can be done in many ways which alone is a separate article by itself. However, we find that one of the easiest ways to 
save money in PPC is to look for the lowest paying keywords. These are the keywords with the lowest competition from the advertiser’s perspective. Just like with auctions, more advertisers wanting to buy a keyword will inflate the price of that keyword. For this reason, below are some of the highest paying keywords over the years in Adwords. From this, you can then learn to stay away from these keywords as if you choose to pick them for your campaign, you may find your budget stretched to it’s absolute maximum.
The highest paying category out on Adwords is Insurance. Back in 2009, the keyword ‘auto insurance’ was worth a staggering $55! This can suggest one of two things. One – there may be many advertisers that are bidding for the same keyword in this saturated insurance market. Two – the results gained from this keyword have proven to be extremely successful for advertisers causing them to raise the value of the keyword.
The second most expensive category is Loans. This has a the keyword ‘consolidate graduate student loans’ that is worth over $44. It is clear that in this economic climate where we are all in a depression looking rather depressed (if you will pardon the pun), more people are struggling financially: especially students. I’m not sure about America but England have just increased the university fees so that Universities can now charge as much as £9000 (around $14,500) a year. No wonder students are looking for ways to consolidate loans because that is the only way they can afford to get education!
The third most paid category comes as no surprise from the above to be Mortgage. This category’s highest paying keyword, at $47, is ‘refinanced second mortgages’. Again, it is clear that people are finding it difficult to ‘stay afloat’ in this current financial climate. Because of this, more and more people are looking for ways to regain some financial health. This is why the highest paying keyword involves ‘second’. People already have mortgages on their houses and other valuable tangibles. This is not enough though forcing people to open up a secondary mortgage.
The fourth category is Attorney which for those who don’t know what it is, here is the definition for it:
Attorney is a person appointed to act for another business or legal matter (aka, a lawyer).
From this, it is clear why ‘personal injury attorney’ keyword is the highest paying for the category at $47. Nowadays, when you watch TV, there are more and more adverts stating how you can claim compensation if you have been injured and it wasn’t your fault. From this, it is clear that people are Googling this too. Advertisers find this keyword valuable because if they get the right customer who had the right type of injury where they can claim thousands, they will be in for big profit earnings. After earning all this money, a click worth $47 will look like peanuts in currency value but extremely valuable from the profit potential it could produce.
With this comes the last of the top 5 most paid categories being Credit. After reading this analysis of the top 5, you can gain two valuable tips. The first is obvious – don’t choose these categories when you are pay per clicking. Only pick the categories if your business is involved around the category and you have no choice to. The other bit of advice you can gain from this article is that there is a clear trend. From the above, it is clear that the keywords that involve finance and ways to retrieve money have the highest CPC. Remember this when creating your campaigns.
