AFTER SURGING DURING THE HOLIDAYS, the price of purchasing keywords ebbed dramatically last quarter, according to DoubleClick’s most recent quarterly report about search pricing.
The "cost-per-keyword" fell to around $30 in the first quarter–from around the yearly high of $59 last December, according to the report. Year-over-year, cost-per-keyword was relatively flat. To arrive at a cost-per-keyword, Performics combines cost-per-click with the volume of clicks; the figure represents the average cost to a marketer of purchasing a keyword for the entire month.
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