A couple months back WordStream released their most expensive keywords in AdWords for 2017.
The first thing I noticed was prices were down, I have written many posts on these expensive keywords. We usually see things that are $200 – $300 a click. Now to be fair that wasn’t data gathered by WordStream. The 2016 post I wrote looked at data from EmpiricalProof and SemRush. Take a look you will see the top keywords going for three figures.
WordStream explained how they gathered their data:
We pulled all the data collected from anonymous AdWords Performance Grader reports across all industries between June 1, 2016 and June 12, 2017, then looked at the top 1000 most expensive keywords seen during that time period and categorized them by core intent.
For example, we lumped the keywords “bail bonds” and “bail bonds los angeles” into a single category since the core intent is the same. Likewise, keywords involving different types of lawyers (such as “malpractice lawyer” and “injury lawyer”) or insurance were grouped together. We used a similar methodology last time so as to avoid featuring too many specific long-tail or local keywords that wouldn’t have broad applicability to a large number of businesses. We separated distinct services (pest control vs. termites) as much as possible.
They noted that insurance pricing has come down, “Last time around, insurance-related keywords were at the very top of the list. According to our data, insurance is no longer king of the hill. That’s good news for marketers trying to drive leads in the insurance industry, right? (Sort of – they’re still almost $50 per click on average. And there are outliers, like “malpractice insurance,” that can cost over $300 per click!)”
Here is the infographic: