Have you ever wondered where did Google get money for such a cool office with such an expensive design? Most company services are free and available. How does the giant manage to do well without expensive offers?
It may sound weird but 97% of the profit of search engine #1 comes from one source – Google Ads (formerly – Google Adwords) search advertising service. Perhaps this is the most expensive solution.
What is Google Ads
When a modern man searches for something to do or buy, s/he will hardly ask a friend. Most likely s/he will type a keyword in the Google search bar. A company can provide a service that will satisfy the user’s needs. If the company has ordered a search ad impression for such a keyword (that can be rather expensive), when the user clicks the ad such company will get a target prospect.
Thus, Google offers companies all over the world a simple way to advertise their services at a relatively affordable price. Easiness, versatility, flexible settings made this method rather popular.
Request pricing basis
Many companies buy search advertising every day. This allows the search engine to make a profit and creates competition for the best keywords that allow making a big profit.
More and more companies wanted their ads to be displayed especially if their products are rather expensive. Some of them even booked the space for months beforehand for putting competitors out of the niche. Google reacted in the only possible way: they raised the price for the most popular keywords.
Some keywords cost thousands of dollars and some cost hundreds of thousands of dollars and it’s only the beginning.
The most expensive keywords in Google Ads
We have analyzed the most expensive keywords. Below you can see where entering the Google TOP-10 will be the most expensive and most difficult. Existing business players can ask other variants for promoting their goods and services. For those who plan to create a project, this information will give a cue what niches are super competitive so it is not even worth trying to enter them with a minimal budget.
The list of categories with the most expensive promotion includes:
- Legal services
- Lawyer’s services
- Higher education
- Debt repayment/compensation
- Organizing and holding conferences
- Forex fund trading
- Data recovery
- Money transfers
- Gas and energization.
- Further education, workshops, courses
- Umbilical cord blood
From the 20 most expensive promotion topics for Google Ads, it can be concluded that the promotion of financial, IT, data security, and storage and up-market healthcare businesses is the most costly one.
The average price per click for expensive ads is given in the graph below.
Let us analyze each group more thoroughly.
Average price per click: $521.8
- geico motorcycle
- geico motorcycle insurance
- geico car insurance quote
- geico quote
- geico insurance quote
Geico is a US insurance company and one of the oldest on the market. It offers different insurance variants – from life to transport insurance. Due to their revolutionary concept of working directly with the customer and strict selection of people for insuring the company became a premium market player so it is very prestigious to contract with Geico, although their services are rather expensive.
The group of the most expensive keywords includes the brand commercial phrases of the company for motorbike insurance and a few keywords highlighting the company philosophy.
|geico motorcycle||588||864||https://www.geico.com||See an example|
|geico motorcycle insurance||548||775||https://www.geico.com||See an example|
|geico car insurance quote||419||468||https://www.geico.com||See an example|
|geico quote||399||446||https://www.geico.com||See an example|
|geico insurance quote||381||425||https://www.geico.com||See an example|
Credits for expensive needs
Average price per click: $118
- quick business loans
- business line of credit
- small business line of credit
- navy federal auto loan rates
The microfinance and business crediting spheres are rather profitable and it is much easier to enter them than the large financial world of banking transactions. Loans for expensive household needs, buying a car, or opening a business are highly-demanded.
In some countries, the microfinance market regulation law has a lot of creepholes so this activity is rather flexible in terms of responsibility. So the niche and SEO in this sphere are very competitive.
The list of the most expensive keywords includes general commercial phrases on quick loans for business so as auto lending.
|quick business loans||108||149||https://www.loanbuilder.com||See an example|
|business line of credit||98||120||https://www.loanbuilder.com||See an example|
|small business line of credit||97||110||https://www.loanbuilder.com||See an example|
|navy federal auto loan rates||95||108||https://www.navyfederal.org||See an example|
|loanbuilder||87||107||https://www.loanbuilder.com||See an example|
Average price per click: $85.6
- guaranteed rate
- wells fargo your mortgage
- guaranteed rate mortgage
- best va loan lenders
- veterans home loans
This topic is also related to lending, but now we will talk about mortgages. As purchasing a flat is usually a long-term investment and not all borrowers have enough savings for this, there is a high demand for services of mortgage companies.
Some keywords on this topic are represented by Wells Fargo services. It is a financial and insurance company operating in the USA, Canada and Puerto Rico. Also the most expensive keywords include general informational phrases for choosing the rates and pricing.
|guaranteed rate||80||97||https://app.guaranteedrate.com||See an example|
|wells fargo your mortgage||72||93||https://www.wellsfargo.com||See an example|
|guaranteed rate mortgage||61||90||www.rate.com||See an example|
|best va loan lenders||891||80||www.top10mortgageloans.com||See an example|
|veterans home loans||178||68||www.consumersadvocate.org||See an example|
Average price per click: $347
- seo attorney
- personal injury lawyer seo
- traumatic brain injury attorney
- uber accident attorney
- personal injury claim lawyer
The group includes commercial keywords on accident-related lawyer’s services. This sphere provides a narrow field of the lawyer’s expertise and quick advice in some non-routine emergency cases. Potentially this is searched on the Internet as it is usually impossible to ask this from friends.
Special attention should be paid to the keyword about the accident attorney SEO. This proves the popularity of this keyword for fee-based promotion of the services of such specialists. This means that if you plan to open a business in this sphere, it is worth seeking for other promotion methods (social media advertising, promotion is special communities and co-operation with online legal support, etc).
|seo attorney||166||86||www.zolacreative.com||See an example|
|personal injury lawyer seo||150||199||www.smbteam.com||See an example|
|traumatic brain injury attorney||113||188||www.duffyduffylaw.com||See an example|
|uber accident attorney||52||185||www.ubercrash.co||See an example|
|personal injury claim lawyer||45||167||www.forthepeople.com||See an example|
Average price per click: $60.8
- merchant loan advance
- merchant loans
- merchant cash advance
- business cash flow loans
- merchant cash
This group includes keywords on trading and commodity loans. These are types of payments in goods-money relations between the manufacturer and retailer.
The search results usually include informational websites about business. So the keyword group itself is not a commercial one as it does not sell any goods or services, but it only influences the increase or decrease of the website ranking that is optimized by these keywords.
|merchant loan advance||31||126||www.merchantcapitalsource.com||See an example|
|merchant loans||436||58||www.fundinghero.com||See an example|
|merchant cash advance||377||50||www.ebroker.com.au||See an example|
|business cash flow loans||347||35||www.lendingtree.com||See an example|
|merchant cash||324||35||www.fundinghero.com||See an example|
Expensive lawyer’s services
Average price per click: $401.6
- 18 wheeler accident lawyer
- birth injury attorney
- birth injury lawyer
- truck injury attorney
- best car accident lawyer
The above-mentioned lawyer’s services have been also included in another group (accident or birth injury (in case of abnormal labor) attorney). This proves the popularity of search advertising for SEO. It is another reason to network with the target audience using other promotion methods.
|18 wheeler accident lawyer||587||488||www.perdueandkidd.com||See an example|
|birth injury attorney||115||422||www.douglasandlondon.com||See an example|
|birth injury lawyer||100||388||www.douglasandlondon.com||See an example|
|truck injury attorney||83||363||www.rayneslaw.com||See an example|
|best car accident lawyer||73||349||begin.fightingforyou.com||See an example|
Average price per click: $214.4
- unicef charity
- unicef donation
- raices donate
- donate to raices
- cry donation
This group includes keywords with UNICEF charity organization. It helps children, mainly by funding healthcare in severe and emergency cases.
The help and charity funding sphere often involve fraud. So due to this Google may restrict SEO of some unknown funds. It is better to perform social media promotion and organize charity offline promo campaigns offline.
|unicef charity||70||138||www.unicefusa.org||See an example|
|unicef donation||45||129||www.unicefusa.org||See an example|
|raices donate||43||112||help.rescue.org||See an example|
|donate to raices||33||93||help.rescue.org||See an example|
|cry donation||891||82||www.cry.org||See an example|
Average price per click: $72.6
- international higher education
- salesforce heda
- online course chronicles
- higher courses low cost
- wiley higher courses low cost
This group includes both commercial and informational key phrases on the most expensive higher educational services. The informational ones are represented by general keywords on higher education. The high cost of these keywords set by Google Ads proves the increased attention to the quality of educational services and indirect intention to regulate the sphere letting in trustworthy players only who have enough resources for promotion.
This group also includes the keyword that mentions Wiley – an international organization that published scholarly editions – and Salesforce – a company that produces a similarly-named e-Commerce CRM-platform.
|international higher education||891||150||www.thegreatestworks.com||See an example|
|salesforce heda||843||78||info.targetx.com||See an example|
|online course chronicles||661||50||succeed.berkeleycollege.edu||See an example|
|higher courses low cost||77||48||succeed.berkeleycollege.edu||See an example|
|wiley higher courses low cost||67||37||www.efficientlearning.com||See an example|
Average price per click: $933.8
- google hosting
- hosting google
- google cloud hosting
- buy domain google
- google domain names
The hosting sphere became the most expensive because all its keywords include the Google name. Data storage involves high responsibility and requirements for anti-hacking protection. Also, the high price for keywords with the Google name has been set beforehand so that new players who use gray SEO methods would not advertise their service under the giant name.
|google hosting||53||466||cloud.google.com||See an example|
|hosting google||53||852||cloud.google.com||See an example|
|google cloud hosting||45||996||cloud.google.com||See an example|
|buy domain google||43||943||www.domains.google||See an example|
|google domain names||21||739||www.domains.google||See an example|
Average price per click: $68.4
- workers compensation attorney
- ncci states
- government salaries california
- pra debt collection
- international compensation
The keyword group on compensation includes phrases with the name of the National Council on Compensation Insurance – an organization that controls all social security data of US citizens.
The search results include informational resources about compensations and the law regulating the earned income and insured amounts.
|workers compensation attorney||18||87||start.fightingforyou.com||See an example|
|ncci states||178||75||no||See an example|
|government salaries california||67||63||www.amga.org||See an example|
|pra debt collection||54||60||www.portfoliorecovery.com||See an example|
|international compensation||46||59||www.globalization-partners.com||See an example|
Organizing and holding conferences
Average price per click: $32.8
- modern language association conference
- it financial management association
- healthcare financial management association
- conference organization
- financial management association
The cheapest group is holding conferences and forums. This is related to the event business peculiarities that require high service quality and long-standing reputation from the players.
Due to this, some new companies prefer search advertising SEO and just invest bypassing the requirement to have a long-standing reputation and weight. So Google restricts such an approach towards SEO and the companies have to co-operate with the target audience more actively and gain in the experience of holding events.
|modern language association conference||489||50||www.mla.org||See an example|
|it financial management association||335||49||www.planview.com||See an example|
|healthcare financial management association||298||23||www.siemens-healthineers.com||See an example|
|conference organization||282||22||www.discoverphl.com||See an example|
|financial management association||231||20||www.infor.com||See an example|
Average price per click: $87.2
- fx foreign exchange
- forex foreign
- brokers with bonus
- best forex brokers
- bloomberg forex
Every day new companies that wish retrying the Forex experiment appear in the sphere of security fund trading. So may prefer promoting using a conventional method such as fee-based advertising even if it is rather expensive.
Here the price can be affected by competition and many ill-repute shadow exchanges that are blocked by Google.
|fx foreign exchange||98||199||business.westernunion.com||See an example|
|forex foreign||89||75||www.fortrader.com||See an example|
|brokers with bonus||89||61||www.tastyworks.com||See an example|
|best forex brokers||89||52||www.fxtm.info||See an example|
|bloomberg forex||128||50||www.mikebloomberg.com||See an example|
Average price per click: $365.4
- kaspersky total security 2019
- adobe after effects
- nitro pdf
- adobe photoshop free
- photoshop free trial
The software topic includes keywords with popular products only – Kaspersky Antivirus, Adobe products, etc. They do not need advertising but competitors who wish to promote their products may strive for taking advantage of the market leaders’ fame. Potentially this determines the high price of the keywords in this group.
|kaspersky total security 2019||126||546||usa.kaspersky.com||See an example|
|adobe after effects||43||374||www.adobe.com||See an example|
|nitro pdf||38||333||www.gonitro.com||See an example|
|adobe photoshop free||36||315||www.adobe.com||See an example|
|photoshop free trial||32||258||www.adobe.com||See an example|
Average price per click: $105ю4
- raid 5 data recovery
- raid 5 recovery
- vmdk recovery
- nas data recovery
- vhd recovery
This group includes specialized informational technical keywords on data storages and working with them. The search results include field-specific informational resources.
The main competition occurs between informational websites that are promoted by field-oriented keywords. There are many websites that provide expensive service but not many keywords. Due to this high cost of search advertising is potentially determined by high competition in this sphere.
|raid 5 data recovery||31||119||www.securedatarecovery.com||See an example|
|raid 5 recovery||26||109||www.securedatarecovery.com||See an example|
|vmdk recovery||133||100||go.altaro.com||See an example|
|nas data recovery||65||100||www.werecoverdata.com||See an example|
|vhd recovery||53||100||www.altaro.com||See an example|
Average price per click: $103.4
- transfer cash from paypal to debit card
- paypal transfer to debit card
- paypal instant transfer to debit card
- paypal send to friends and family
- transfer paypal credit to bank
This topic includes informational keywords for Paypal money transfers. It is the main service of online global payments.
The search results include information resources with manuals and useful information. As they can not provide new information, they use commercial promotion. So potentially Google controls the quality of search results setting a high price for commercial SEO using keywords that contain names of popular services.
|transfer cash from paypal to debit card||43||143||www.skrill.com||See an example|
|paypal transfer to debit card||71||143||www.paypal.com||See an example|
|paypal instant transfer to debit card||64||141||www.paypal.com||See an example|
|paypal send to friends and family||62||48||www.paypal.com||See an example|
|transfer paypal credit to bank||62||42||www.paypal.com||See an example|
Gas and energization
Average price per click: $35
- hudson gas & electric low cost
- peco gas and electric low cost
- business energy providers
- best business electricity rates
- national grid gas low cost
This group includes key phrases with the names of well-known energy corporations so as general informational keywords. The latter is used for searching statistical field-specific portals.
|hudson gas & electric low cost||83||40||www.clearviewenergy.com||See an example|
|peco gas and electric low cost||41||36||www.clearviewenergy.com||See an example|
|business energy providers||40||35||www.energybot.com||See an example|
|best business electricity rates||36||35||www.energybot.com||See an example|
|national grid gas low cost||36||29||www.clearviewenergy.com||See an example|
Expensive workshops and courses
Average price per click: $76.6
- nfl training camp
- online college courses
- ace personal trainer
- online college degrees
- online teaching degree
The workshops and courses group is represented by some expensive educational services sphere and higher education.
Educational courses or workshops serve as one of the popular recurring revenue sources. The knowledge quality can be tested by feedbacks or passing the course yourself after paying for it only. Potentially by increasing the cost of search advertising for this topic Google makes SEO more difficult. So the user has to find other ways of advertising workshops and courses.
|nfl training camp||58||149||www.nflgamepass.com||See an example|
|online college courses||55||72||www.phoenix.edu||See an example|
|ace personal trainer||48||59||www.acefitness.org||See an example|
|online college degrees||47||55||www.onlineschoolscout.com||See an example|
|online teaching degree||6600||49||discover.cu-portland.edu||See an example|
Average price per click: $68.8
- sports rehab center near me
- healthsouth rehabilitation hospital near me
- rancho los amigos rehabilitation center
- glen helen rehab center
- physical therapy rehabilitation centers inpatient near me
This group is represented by keywords that include the names of residential facilities that provide expensive rehabilitation services.
Another sphere that is easy to enter but impossible to control the quality of the provided services beforehand. So search advertising is also price-limited.
|sports rehab center near me||260||80||www.passagesmalibu.com||See an example|
|healthsouth rehabilitation hospital near me||880||71||www.sprainbrookmanor.com||See an example|
|rancho los amigos rehabilitation center||390||70||www.akuamindbody.com||See an example|
|glen helen rehab center||320||70||a.whitesandstreatment.com||See an example|
|physical therapy rehabilitation centers inpatient near me||480||55||www.jagonept.com||See an example|
Average price per click: $52.6
- alcohol rehab
- vagus nerve stimulation
- hypoglycemia treatment
- Halo-Gravity Traction
The group is represented by keywords with the names of healthcare centers and information keywords for treating rare and severe diseases. This can be rather expensive. The search results include informational websites and websites of specialized healthcare facilities.
|ctca||4400||92||www.cancercenter.com||See an example|
|alcohol rehab||9900||46||www.ascendantny.com||See an example|
|vagus nerve stimulation||22200||45||www.indiegogo.com||See an example|
|hypoglycemia treatment||5400||40||Prescription treatment website||See an example|
|Halo-Gravity Traction||2900||40||www.drpaulkang.com||See an example|
Umbilical cord blood
Average price per click: $70.4
- viacord cord blood banking
- stem cell cord blood banking cost
- cord use blood bank
- cord bank registry
- viacord blood banking
The group of keywords used for searching information on Cord Blood Bank and stem cell banking services that are very expensive.
|viacord cord blood banking||40||120||www.viacord.com||See an example|
|stem cell cord blood banking cost||10||65||www.viacord.com||See an example|
|cord use blood bank||10||61||www.viacord.com||See an example|
|cord bank registry||20||54||www.cordblood.com||See an example|
|viacord blood banking||50||53||www.viacord.com||See an example|
If considering the average ad click price, hosting is the most expensive topic (price per click – $933). The cheapest keyword group among the most expensive ones is “conference organization” (average price per click – $32).
Most groups with expensive keywords belong to the financial sphere, IT market and healthcare services; competition in such spheres is rather high even offline and it is difficult to enter them in terms of the start budget. Also it is difficult to gain reputation there.
Some keyword groups include phrases with the company name. E.g., phrases including “Geico” – the well-known company – are used in the insurance sphere. This means that Google potentially makes it difficult to make SEO by keywords. This indirectly limits unfair promotion under wraps of popular brands.
This gives reason on orienting on the customized approach with the target customer. Instead of fee-based search advertising that can be rather expensive it is more efficient to promote the brand and focus on the work with the audience. Thus, pre-paid advertising as the traditional promotional strategy without gaining reputation, website usability and product quality development loses its efficiency gradually. Due to this a competitively sound market of goods and services is formed. It is intended for satisfying all consumer needs but not the business need in sales and production increase.