Are you considering paying for Google Adwords? Want to know how much the most expensive keywords are per click?

Keywords are the lifeblood of digital marketing. They are the words and phrases that users type into search engines when they’re looking for information, products, or services. For businesses, targeting the right keywords can mean the difference between success and obscurity in the online world.

But not all keywords are created equal. Some are far more valuable than others, and advertisers are willing to pay top dollar to bid on them in pay-per-click (PPC) advertising campaigns. In this blog post, we’ll take a deep dive into the top 25 most expensive keywords in both the UK and on a global scale.

WordStream share the most expensive keywords globally and in the UK in these infographics.

 

Understanding Keyword Costs

Before we dive into the list, it’s essential to understand how keyword costs are determined. Keyword costs are primarily influenced by supply and demand dynamics in the PPC advertising space. Here’s a simplified breakdown of the process:

1. Keyword Research: Advertisers use keyword research tools to identify high-value keywords relevant to their products or services.
2. Bid Auction: When an advertiser wants to display ads for a specific keyword, they participate in a bid auction. They specify the maximum amount they’re willing to pay for a click on their ad for that keyword.
3. Quality Score: Search engines like Google factor in the quality of the ad and landing page to determine the ad’s relevance. This relevance score, known as the Quality Score, affects the ad’s position and cost.
4. Ad Rank: The ad’s position in search results is determined by the bid amount and Quality Score. The ad with the highest Ad Rank gets the top position.
5. Ad Cost: The actual cost per click (CPC) an advertiser pays is influenced by the bid amount of the competitor with the next-highest Ad Rank. This means that even if you bid high, you may not pay your maximum bid if your Quality Score is low and your competitors bid lower.

Now that we have a basic understanding of how keyword costs work, let’s explore the top 25 most expensive keywords in the UK and globally.

UK Edition: The Costly Keywords

1. Insurance

Average CPC: £17.12

Insurance is a highly competitive industry in the UK. With various types of insurance policies available, advertisers are willing to pay a premium to capture leads searching for insurance coverage.

2. Loans

Average CPC: £12.91

Loans, including personal loans and mortgages, are another hotly contested keyword category in the UK. The financial sector invests heavily in PPC advertising to attract potential borrowers.

3. Mortgage

Average CPC: £11.42

The mortgage industry closely follows loans in terms of competitiveness. As housing is a significant expense, people often search for mortgage-related information, making this keyword quite expensive.

4. Attorney

Average CPC: £10.25

Legal services are in high demand, and law firms are willing to pay a substantial amount to secure clients. “Attorney” is one of the top keywords in this category.

5. Credit

Average CPC: £8.99

Credit-related keywords encompass a range of topics, from credit cards to credit scores. With financial institutions vying for customers, the cost per click for these keywords remains high.

6. Degree

Average CPC: £8.58

The education sector invests heavily in advertising to attract students. Keywords related to degrees and education programs are competitive in the UK.

7. Donate

Average CPC: £7.80

Charities and non-profit organizations rely on online advertising to secure donations. The keyword “donate” reflects the competition in this sector.

8. Hosting

Average CPC: £7.20

In the digital age, web hosting services are in constant demand. Hosting companies compete fiercely in PPC advertising to capture website owners looking for reliable hosting solutions.

9. Claim

Average CPC: £7.10

Keywords related to insurance claims and personal injury claims are hotly contested in the UK. Legal firms and claims management companies invest heavily in this category.

10. Conference Call

Average CPC: £6.30

The rise of remote work has increased the demand for conference call services. Companies offering such services compete for the keyword “conference call.”

11. Software

Average CPC: £5.90

Software companies target keywords related to their products and services. With the digital transformation in various industries, software-related keywords are competitive.

12. Trading

Average CPC: £5.75

Online trading platforms and financial services companies bid on keywords related to trading stocks, forex, and cryptocurrencies.

13. Recovery

Average CPC: £5.60

Recovery-related keywords encompass addiction recovery, data recovery, and financial recovery services. Advertisers aim to attract individuals seeking recovery solutions.

14. Transfer

Average CPC: £5.50

Money transfer services and international money transfer companies invest in PPC advertising for keywords related to transfers.

15. Gas/Electricity

Average CPC: £5.30

Energy providers target keywords related to gas and electricity services, especially as consumers compare utility providers.

16. Classes

Average CPC: £5.20

Educational institutions and online course providers vie for keywords related to classes and courses in various subjects.

17. Rehab

Average CPC: £5.00

Rehabilitation centers and addiction treatment facilities compete for keywords related to rehab services.

18. Treatment

Average CPC: £4.90

Healthcare providers and medical facilities bid on keywords related to various treatments and therapies.

19. Software Development

Average CPC: £4.80

Companies offering software development services target keywords related to software development, coding, and programming.

20. Cord Blood

Average CPC: £4.70

Cord blood banking services invest in PPC advertising to capture leads interested in preserving cord blood.

21. Loans UK

Average CPC: £4.60

Specifically targeting the UK market, “Loans UK” keywords reflect the competitiveness of the lending industry in the country.

22. Finance

Average CPC: £4.50

The broad keyword “finance” covers a wide range of financial services and products, attracting various advertisers.

23. Software Engineering

Average CPC: £4.40

Similar to software development, “software engineering” keywords target businesses and individuals seeking software engineering services.

24. Banking

Average CPC: £4.30

Banks and financial institutions invest in PPC advertising to capture customers searching for banking services.

25. Management

Average CPC: £4.20

The keyword “management” encompasses various management-related topics, from business management to project management.

These are the top 25 most expensive keywords in the UK, reflecting the fierce competition in industries such as insurance, finance, and legal services. Advertisers in these sectors are willing to pay significant amounts per click to capture potential customers.

Global Edition: Keywords with Worldwide Appeal

Now, let’s shift our focus to the global edition of the most expensive keywords. These keywords are highly sought after by advertisers on a global scale.

1. Insurance

Average CPC: £14.88

Insurance remains a top keyword globally, with insurance companies and brokers targeting a worldwide audience.

2. Loans

Average CPC: £13.27

The competitive nature of the lending industry extends beyond borders, making “loans” a high-value keyword on the global stage.

3. Mortgage

Average CPC: £12.01

Housing markets and mortgage-related keywords are of interest to users worldwide, driving up the cost per click.

4. Attorney

Average CPC: £10.69

Legal services have a global reach, and “attorney” is a valuable keyword for law firms around the world.

5. Credit

Average CPC: £9.32

Credit-related keywords have universal appeal, as financial institutions target consumers globally.

6. Degree

Average CPC: £9.08

Global educational institutions and online course providers compete for keywords related to degrees and education programs.

7. Hosting

Average CPC: £8.51

Web hosting services are essential for websites worldwide, leading hosting companies to invest in PPC advertising on a global scale.

8. Donate

Average CPC: £7.76

Charities and non-profits rely on global support, making “donate” a keyword with worldwide relevance.

9. Claim

Average CPC: £7.68

The insurance and legal sectors have a global presence, resulting in competitive bidding for “claim” keywords.

10. Conference Call

Average CPC: £6.79

Remote work and global communication needs drive demand for conference call services, making this keyword valuable worldwide.

11. Software

Average CPC: £6.46

Software providers target a global audience, driving up the cost per click for software-related keywords.

12. Trading

Average CPC: £6.21

Online trading and financial services have a global reach, leading to competition for trading-related keywords.

13. Recovery

Average CPC: £6.06

Recovery-related keywords have relevance worldwide, covering addiction recovery, data recovery, and financial recovery services.

14. Transfer

Average CPC: £5.92

International money transfer services cater to a global clientele, resulting in competitive bidding for transfer-related keywords.

15. Gas/Electricity

Average CPC: £5.79

Energy providers seek customers globally, leading to competitive bidding for gas and electricity keywords.

16. Classes

Average CPC: £5.64

Online courses and educational institutions offer classes to a worldwide audience, making “classes” a valuable keyword.

17. Rehab

Average CPC: £5.47

Rehabilitation centers attract individuals from various countries seeking treatment, resulting in competition for rehab-related keywords.

18. Treatment

Average CPC: £5.32

Healthcare providers and medical facilities target a global audience interested in various treatments and therapies.

19. Software Development

Average CPC: £5.18

Companies offering software development services have a global clientele, driving up the cost per click for software development keywords.

20. Cord Blood

Average CPC: £5.02

Cord blood banking services appeal to expectant parents worldwide, leading to competitive bidding for “cord blood” keywords.

21. Loans UK

Average CPC: £4.88

“Loans UK” keywords continue to be competitive even on a global scale, reflecting the significance of the lending industry.

22. Finance

Average CPC: £4.75

The broad keyword “finance” attracts financial institutions and businesses worldwide, contributing to its high cost per click.

23. Software Engineering

Average CPC: £4.61

Similar to software development, “software engineering” keywords have global relevance, with companies seeking software engineering services worldwide.

24. Banking

Average CPC: £4.49

Banks and financial institutions aim to capture customers on a global scale, driving up the cost per click for “banking” keywords.

25. Management

Average CPC: £4.37

Management-related keywords encompass a wide range of global topics, making them valuable in the PPC advertising space.

These are the top 25 most expensive keywords on a global scale, highlighting the worldwide competitiveness of industries such as insurance, finance, and legal services. Advertisers across borders are willing to invest heavily in PPC advertising to target users searching for these high-value keywords.

Conclusion

Keywords play a pivotal role in digital marketing, and their costs can vary significantly depending on factors like location and industry. In both the UK and globally, certain keywords consistently rank among the most expensive due to fierce competition and high demand.

For businesses and advertisers, understanding the landscape of costly keywords is crucial for developing effective PPC strategies. While these keywords come with a premium price, they can also yield substantial returns when used wisely.

As the digital landscape evolves, keyword costs will continue to fluctuate, influenced by emerging trends and changing consumer behaviors. Staying informed about the ever-evolving keyword landscape is essential for digital marketers looking to make the most of their advertising budgets and reach their target audiences effectively.