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Fathom Online: July Search Keyword Prices Show Slight Dip

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San Francisco, August 4, 2005. Search engine keyword prices gave back their June increases as the July average fell $.07 or four percent from $1.72 to $1.65. In the eight vertical markets tracked by the Fathom Online Keyword Price Index (KPI), prices that advertisers paid to buy search engine keywords in July dipped slightly in most categories. The Telecom-Broadband category was the exception, falling 13 percent to $1.72, bringing the overall average down. Since August 2004 when Fathom Online initiated its tracking, keyword prices have increased an average of $.28 or 21 percent.

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The Telecom-Wireless category that rose $.19 in June fell back four percent from $1.19 to $1.14 on average per keyword. Once again, the Finance-Mortgage vertical indicates that competitive bidding by mortgage lenders remains strong as the average continued to be the highest of the tracked categories at $4.63 per keyword. Finance-Investing registered a decrease of nine percent from $1.89 to $1.73 and Consumer-Retail categories dropped two percent to $0.52 after the surprisingly strong June that saw a nine percent bounce.

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Travel Agency Seasonality again dominated the search market. July is a month when advertisers often take a breath before the heavy Q4 purchasing season, said Gregg Stewart, SVP Channel Management & Marketing, Fathom Online.

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Cheap Hotel Fathom Online tracks keyword prices daily to spot trends and to provide its clients with advantageous buying opportunities. The keyword list consists of 500 generic keywords across eight categories for the top five ranked positions on selected search engines. The aggregate data, which contains no proper or brand names, has been published monthly since August 2004. The pricing fluctuations measured by the KPI should be viewed in the context of the eight categories reported and not as a proxy for the entire search industry.

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Based in San Francisco with offices in New York and Chicago, Fathom Online is a leading search engine marketing (SEM) specialist that offers end-to-end solutions for advertisers and agencies. Fathom's advanced data collection platform and software technology generates a customized strategic approach for each customer's search engine marketing plan including: campaign launch, performance analysis, conversion optimization and media reconciliation. Fathom's customers include many well-known blue-chip companies and advertising agencies who demand accountability, efficiency, predictability and strong financial results (ROI) from their search engine marketing campaigns. www.fathomonline.com

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