Keyword Prices Rise to the Holiday Occasion

  |  November 23, 2005   |  Comments

Separate research from DoubleClick and SEMphonic see marketers putting a few extra pennies in the engines' hat.

Keyword prices are on the rise in the lead up to the holiday season, according to separate research findings from DoubleClick and SEMphonic.

But the increases have been gradual rather than sudden, the numbers say.

DoubleClick's Performics unit reported cost-per-keyword (CPK) rose gradually in the third quarter, from approximately $20 per keyword in July to about $26 in September. CPK is a metric meant to get at the "total cost of ownership" of a term, Performics said. Not surprisingly, those third quarter increases have continued this month. SEMphonic reports marketers in several categories raised their top bids in the first half of November. Keyword costs for kitchen, food, and wine-related terms went up by 8 percent; and they rose by the same amount for arts and entertainment terms. Prices for keywords about apparel and accessories rose by 10 percent.

It's worth noting the prices are only higher for low-volume keywords, which suggests marketers are broadening campaigns to include more terms, and not necessarily competing more fiercely for common keywords. Not yet, anyway.

SEMphonic characterized the trend as "a slow but steady rise in advertising costs as the holiday season approaches, but not a significant jump in pricing before Black Friday."

The Performics research also found that lower-ranked keywords are generating better conversion rates. Sales coming from listings ranked second or lower went up by almost four percent during the third quarter. Keywords ranked fifth or lower "drove far more impressions than conversions," the study found. The report suggested this may mean marketers are starting to use lower-placed ads for branding purposes.

SEMphonic's study examined 70 low- and high-volume keywords in eight categories. DoubleClick's Performics 50 draws data from 50 active e-commerce and lead-based SEM campaigns.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...
    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...