The Most Expensive Google AdWords Keywords [Infographic]

Posted 16/11/2012

The Most Expensive Google AdWords KeywordsWould you spend £75.02 per click to get a visitor to your website? What is a rational price to pay to acquire a new visitor to your website when using Google AdWords?

Do you want to skip straight to the Infographic, and read my introduction later?  Click here to take a look at the Most Expensive Google AdWords Keywords Infographic

Google AdWords is a powerful way for your business to reach new potential clients. Unlike SEO, AdWords has an immediate impact, it allows you to target exactly the key phrases that you want to rank well for , and it enables your business to set a budget and stick to it.

One of the main things businesses want to do is get the best possible return on investment. It is easy to understand the calculation that takes that mount you spend on your AdWords advertising, and divide it by the number of leads the advertising campaign generated.

So, the first question we need to ask is how much can you afford to spend to win a new client for your business.  This may feel like a difficult question to answer, but most businesses have the information and just need to spend some time to come up with an estimate.  How much margin is there in the products you sell?  How much profit will a new customer add to your company’s bottom line?  How many visitors will need to come to your website before they decide to make an enquiry or buy something.

I’m always intrigued by how much businesses are willing to pay, and there are two diametrically oppposed, and perhaps irrational, extremes.  Either, they don’t want to pay anything at all, or they will pay absolutely anything it takes to win the client.  Surprisingly, the “pay anything at all” perspective is more common than you think.

The principle of “land grab” means win a customer so that no other competitor can have it. “Land grab” is based on the life time value of the customer: it may be expensive or unprofitable to acquire the customer for the first few months, but once they are committed to a long term contract then the profits role in as time goes by.

Or, there may be sufficient profit in a single product or service to make it worth it to pay many hundreds of pounds to win a contract or client.

What are the most expensive Google AdWords Keywords? The Infographic

I undertook a rather unscientific, but highly entertaining, sample of what the most expensive Google AdWords keywords are in the UK as a snapshot taken on 9 November 2012.

Without further ado, here are our findings in the form of an infographic:

Free Infographic: Most Expensive Google AdWords Keywords (UK)

Use the Infographic for free on your website or presentations

You are very welcome to share this infographic and it on your website, however, the license we grant to you requires that you properly and correctly attribute the work to us with a link back to our website by using the following embed code.

<img title="The Most Expensive Google AdWords Keywords Infographic" src="http://www.hallaminternet.com/assets/most-expensive-adwords-keywords-uk.png" alt="The Most Expensive Google AdWords Keywords Infographic" width="700" height="3000" ><br />Infographic by <a href="http://www.hallaminternet.com/the-most-expensive-google-adwords-keywords-infographic" target="_blank">Hallam Internet Marketing</a>

We have also produced a thumbnail that you might find helpful to use on Facebook or LinkedIn:

Infographic Thumbnail: The Most Expensive Google AdWords Keywords

Gambling, Legal Services, Insurance…

We broke the most expensive phrases down into six main categories

  1. Gambling
  2. Claims and Compensation (Legal Services)
  3. Insurance
  4. Debt
  5. Computing
  6. Utilities

And then we looked thematically in each of these broad categories, and researched variations of thematic concepts.  We tallied the number of suggested phrases in each of this categories that then exceeded the nominal threshold of £20 per click.

 

How is UK AdWords Advertising different to the USA?

There have been a number of excellent studies looking at the AdWords cost per click in the USA, and we referenced WordStream’s Most Expensive AdWords Resarch, and found significant variations between the UK and American pay per click advertising trends for the most expensive phrases.

Our infographic identifies phrases that are more expensive here than there.  Notably, Gambling does not appear on the American list, where as the concept of “Cord Blood” is not an expensive phrase here, nor the idea of “donating cars.”

Who spends the most on Google AdWords Advertising?

We used data from the SpyFu keyword research service to identify some of the top spending UK advertisers in each of our six categories.  There are other organisations on the top-spending list, but this list estimates top total spend, as compared with most expensive clicks.

Some of the advertisers are as you might expect, but some are slightly less predictable.  Perosnal injury specialist law firms like Fentons appear to be spending large sums on Google AdWords advertising, alongside  companies like Amazon, Bupa, and MoneySupermarket.com.

Methodology

This research was carried out using the Google AdWords Keywords Research Tool on Saturday, 9 November 2012.  We are reporting the Approximate CPC (Search) as reported in UK pounds.  It is a snapshot of the data at that time, and of course this data fluctuates and of course this data is only an approximation.

We restricted the results to

  • Location: United Kingdom
  • All Languages
  • Devices: Desktops and Laptops
  • Only Ideas Closely Related to My Search Terms

We left the match type set to “Broad” however if we had set the type to Exact Match or Phrase Match then the estimated cost per click would have been even higher, with the cost of the phrase “Online Live Roulette” rising to a staggering £84.37 per click:

 

AdWords Cost Per Click UK

 

Use the Infographic for free on your website or presentations

You are very welcome to share this infographic and it on your website, however, the license we grant to you requires that you properly and correctly attribute the work to us with a link back to our website by using the following embed code.

<img title=”The Most Expensive Google AdWords Keywords Infographic” src=”http://www.hallaminternet.com/assets/most-expensive-adwords-keywords-uk.png” alt=”The Most Expensive Google AdWords Keywords Infographic” width=”700″ height=”3000″ ><br />Infographic by <a href=”http://www.hallaminternet.com/the-most-expensive-google-adwords-keywords-infographic” target=”_blank”>Hallam Internet Marketing</a>

 

 
 

 
 
Comments
  1. This is a really great infographic. As you show in the infographic, the ppc costs of anything personal injury related are insane. Only the biggest firms with big budgets can compete at that level, so we opt for organic seo. Personal Injury is somewhat odd also in that for most legal searches organic is much better than ppc as searchers often don’t trust ppc, but with PI it;s a different kettle of fish.

    Lloyd Green

Leave a comment