Industry News

Mortgage category most costly for online advertising

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Fathom Online, a search engine marketing company, reported this week that there continues to be fierce competition for online keyword advertising among mortgage companies. "The mortgage category can't be kept down," Fathom Online reported, and is "still the highest price of the keyword categories studied." In October, the average search engine keyword price in the mortgage category increased 9 percent over September, to $3.68. But that represents a 15 percent drop in keyword prices for that category compared to October 2004, according to a report by eMarketer, an Internet market research company. Of the eight markets tracked by the Fathom Online Keyword Price Index, four categories increased and four decreased from September to October, and the average search engine keyword price remained virtually flat during that period, increasing from $1.44 to $1.45. Automotive and auto parts keyword prices dropped 14 percent from $1.51 to $1.30. "Advertisers appear to have put their search...