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April 12, 2004

Some PPC keywords reach bidding war

Paid search ads have become a major source of search engine income by creating a flexible market for business leads, which allow an advertiser to reach a new customer.

Mesothelioma, an asbestos-related cancer, was the biggest word in search-engine advertising Thursday, with law firms paying $90 or more to place ads.

"It can get to be a bidding war," says Tracy Helser, Web manager for Kazan, McClain, Abrams, Fernandez, Lyons & Farrise, an Oakland, Calif., firm specializing in asbestos cases that advertises on search engines.

Though it can change daily, the amount advertisers will pay for such leads ranges from as much as $100 for mesothelioma information to $20 for conference-call services and 31 cents for paper clips.

From an attorney's point of view, mesothelioma cases, when pursued individually, "are the most valuable cases in the system," says Deborah Hensler, professor of law at Stanford and co-author of several Rand studies on asbestos litigation.

Source: Washington Times

Posted by nakul at April 12, 2004 01:38 PM | TrackBack
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