The Most Expensive Keywords on Google (By Industry)
You may have heard that Google Ads is a quick way to get ROI from search engine traffic. This is an interesting prospect, especially since Google uses a PPC (pay per click) model where you only pay for the traffic that actually comes to your site. However, giving Google money is a worrying prospect. , especially if you've heard rumors. that cost can be prohibitive if you bid in a competitive space on some of the more expensive keywords.
The best thing you can do for your strategy is understand exactly how Google Ads determines the cost per click (CPC) on specific keywords, what makes certain keywords more expensive, and how you can build your advertising budget from one source. the way that actually gives you a return on your investment.
How Does Google Ads Determine Keyword Costs?
Google has many different sources of income, but one of the most notable is the ads that appear next to search results for specific keywords. The cost of that keyword depends, in part, on how often people search for it - the more people search for a particular keyword, the more it costs.
The placement of ads is determined by an auction system. The combined impact of these two factors will determine whether and where your ad is placed on the page when a user searches for your query:
The maximum bid you specify for the keyword
The Quality Score that Google has given your ad
These two factors will help Google determine the ranking of the ads. In short, higher bids and better quality ads get the best placements.
Most Expensive Keywords by Industry
Although it is difficult to quantify the most expensive keywords on Google due to the pure amount of data changing daily, we have reduced the most expensive keywords for some of the most common industries:
Legal
Top CPC: $1090.00
Average CPC: $6.75
The legal industry has some of the highest CPCs in this article, primarily due to the high amount of competition they're up against and the higher ticket service cost. For this industry, we looked at keywords relating to "lawyer," "attorney," "legal services," and a few other related keywords. Here are the ones that topped the list:
Medical
Top CPC: $90.00
Average CPC: $2.62
What's curious about this is that we targeted keywords around the top most common types of doctors, yet it was still urgent care and detox programs that dominated the highest costs per click.
Marketing & Advertising
Top CPC: $165.00
Average CPC: $3.33
Marketing professionals in this space presumably know advertising tricks to help keep costs down, but this industry is also more likely to put value in Google Ads. That's why the average CPC is relatively reasonable compared to these top CPC keywords:
Top CPC: $95.00
Average CPC: $3.80
For this category, we didn't want to include "SAAS" since that would not be a keyword a consumer would use to find the software of their choice. Instead, we used aggregate keywords around "business software" to see what the most expensive CPCs would be:
Real Estate
Top CPC: $95.00
Average CPC: $2.37
Curiously, despite pooling all keywords related to "real estate agent" and "REALTOR" along with the other service-based keywords, it was the descriptive keywords using "fast" or "with cash" that seemed to outpace all others when it came to cost per click.
Home Improvement Services
Top CPC: $320.00
Average CPC: $6.40
The home improvement industry is a large one, but we focused primarily on services such as HVAC, plumbing, and restoration and renovation. It seemed as though air conditioning and water damage seemed to be the ones with the dominant CPC in this group:
Automotive
Top CPC: $50.00
Average CPC: $2.46
For this industry, we decided to pull keywords relating to "auto repair," "auto body," and "dent removal," taking care to remove any insurance or car accident litigation keywords. You'll notice that lower ticket items such as oil changes and tire services are not present on this list. We can reasonably assume that advertisers in this category want to put their advertising dollars toward higher ticket items:
Insurance
Top CPC: $280.00
Average CPC: $3.44
Car insurance completely dominated the insurance industry:
Loans & Finance
Top CPC: $320.00
Average CPC: $3.44
In the finance space, we compiled keywords relating to banking, credit, debt, loans, mortgages, and more. The common theme among the high-CPC keywords was debt relief or loan acquisition (VA loans being especially popular):
Education
Top CPC: $140.00
Average CPC: $2.40
It's clear that online learning overtook the list of high-CPC keywords. This is likely due to smaller ticket educational items such as certifications, courses, and training not providing high enough ROI to justify such high costs per click.
The highest CPC keyword list was determined from approximately 10,000 related keywords per industry. This information was viewed by Ahrefs and compiled on April 3, 2020, and should be used for editorial purposes only as there are many other keywords, CPC is subject to change with current economic and industrial conditions, and tools for the keywords will provide different Data. Make sure you do your keyword research before making any advertising decisions.
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