When we type a word into google, we generally don’t think about how much companies pay to ensure that word generates their ads at the top of the search results.  Thanks to a study conducted by Wordstream, a company whose software helps users create search engine marketing campaigns, we now know which keywords garner the highest costs per click (CPC for those in the know) in Google AdWords. For over a decade Google’s AdWords solution has allowed companies to create ad campaigns on google’s search results and participating websites and bid on which keywords lead users to those campaigns.  Considering advertising makes up 97% of Google’s total revenue, or 33.3 billion dollars a year, selling these keywords is an integral part of Google’s business model.

Wordstream, a pay-per-click software company, recently study compiled the top 10,000 keywords into categories by weighting the number of keywords within each category and the estimated monthly search volume and average cost per click for each keyword.  The results aren’t as exciting as the most searched for keywords on google, (which mostly involve celebrity scandals, current events, and the weather) but they still reveal some interesting trends.

Insurance – $54.31 per click

It turns out ‘insurance’ ranks number one for CPC.  That in itself is an astonishing number considering the millions of people who see these ads every day.  Keywords in this category include ‘auto price quotes’

Loans – $44.28 per click

Following close behind are ‘loans’, a category that includes ‘consolidate’, ‘graduate’, and ‘student’.  The emerging trend here reveals the type of company that can afford to spend a lot on advertising since they’re able to acquire consistent revenue from their customers over the course of their lives.

Mortgage – $47.12 per click

Keeping in mind these figures correspond to the number of keywords in the top 10,000 keywords that belong to that category, Mortgage come in third.  Keywords include ‘refinanced’, ‘second’ and ‘mortgages’.

Attorney – $47.07 per click

Continuing the trend of either borrowing or spending large amounts of money for major life activities, ‘attorney’ ranks 4th, with keywords like ‘personal injury attorney’.

Credit – $36.06 per click

It comes as no surprise that ‘credit’ makes it on the list, as well all know credit card companies are constantly looking for new card holders.  ‘home equity line of credit’ is an example of a keyword that would generate ads from this category.