Use of expensive keywords increases

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Chicago—The prevalence of expensive keywords increased in the first quarter, according to the DoubleClick Performics Search Trend Report.

On average, campaigns featured six times as many keywords with a CPC of $1 or more in the first quarter, compared with the year-earlier period.

Advertisers, on average, increased their number of active keywords by 54% compared with last year’s first quarter. Meanwhile, ROI fell by 43%, in part due to rising costs and advertisers’ increased use of search as a branding channel.

The report was based on 50 paid search campaigns managed by DoubleClick Performics’ SEM experts using DART and DoubleClick Performics’ proprietary platforms. This group is referred to as the Performics 50.

—Carol Krol

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