San Francisco—The price advertisers paid for keywords dropped an average 3% in January, according to Fathom Online, an agency that helps clients with search marketing strategy.
Fathom, which has tracked search keyword prices since September, said telecom-wireless keyword prices dropped the most among categories tracked— 28% on average—from $1.09 in December to 79 cents in January, "possibly reflecting the trend to give cell phones as gifts during the holidays," it said. Retail also dropped double digits (11%) to 52 cents on average. Six of the eight industries tracked revealed decreases. Only finance-mortgage (3%) and telecom-broadband (2%) prices increased.