Over the next few weeks, to mark the launch of our updated Free Keyword Tool (which is currently in beta), we’re going to be publishing new infographics showing the most expensive keywords across five different currencies. We’ve already looked at the most expensive keywords for the U.S. dollar, and today we’re turning our attention to the top 25 keywords with the highest cost-per-click (CPC) in British pounds.

We were really interested to see how much the results varied depending on the currency! I know our friends in the UK are eager to see what our research revealed, so without further ado, here they are, the 25 keywords that will cost you the most in the United Kingdom:

And in case you prefer your data in table format (we don’t judge!):

Top 25 Most Expensive Keywords in the U.K.

As you might expect, there’s some common ground between this dataset and the U.S. version. Finance-related keywords are among the priciest pretty much everywhere. After all, you gotta spend money to make money! Disclaimer: We don’t recommend spending all your money at casinos. While it might not be the best way to make money, it’s certainly a popular pastime in Britain.

Time for a bit of fun My friend Dan Shewan, who grew up in England, had this to say:

Culturally, Brits are a lot more laid-back about gambling than Americans. You guys might have Las Vegas and Atlantic City, but in many parts of America, gambling is still quite taboo. That’s not the case in the U.K., where we’ll “have a flutter” on pretty much anything – the UEFA Champions League Final, disastrous snap elections, “dead pools” of celebrity death predictions, you name it.

My fellow countrymen might have a penchant for risky bets, but it doesn’t surprise me that the keywords at the top of this list revolve around gambling and online casinos. Online gambling is a hugely profitable industry in Great Britain. Between April 2015 and March 2016, it contributed a staggering online gambling contributed $5.7 billion (£4.5 billion) to the British economy alone, so it stands to reason that competition for these keywords – and their costs – would be fierce. It’s also interesting to note that three out of the four keywords in the Casino category are branded terms.

Let’s delve into some other interesting keyword groups that are particularly pricey in the U.K. but didn’t crop up on the U.S. list or any of the others:

Real Estate

Dan explains:

The U.K. has been grappling with a severe housing crisis for a number of years now. Home ownership has become increasingly completely out of reach for many people (especially those poor Millennials), and public anxiety about the state of the nation’s housing is the highest it’s been in my lifetime.

What I find most intriguing about this keyword data are the specific terms that have made it to the top. While the keyword “equity release” falls under the Finance category, equity release it actually refers to a British financial product that allows homeowners over the age of 55 to tap into the equity they’ve built up in their property, either as a lump sum or through a series of installments structured as a secured loan. After years of unsuccessful government austerity measures, it’s a little disheartening – but not entirely unexpected – to see more and more people looking for ways to access this equity, particularly as inflation continues to outstrip wage growth.

The keywords “we buy any house” and “selling my house quickly” are also quite telling. After years of steadily climbing house prices and sky-high rents, Britain’s housing market is finally showing signs of stagnation, which could explain the prevalence of these search terms. There’s a definite sense of urgency surrounding both of these keywords; for property investors looking to make a quick profit by taking advantage of desperate sellers, and for homeowners who are feeling the pinch and are eager to minimize potential losses by selling quickly.

He also pointed out that “real estate” is a very American term and not one you’d hear Brits using! My apologies for that…

Other expensive keywords in the property category include “we buy any house” (which, incidentally, is the name of a property company in the UK) and “estate agents Edinburgh.”

Elderly Care

Variations of “live-in care” narrowly missed out on a spot in the top 10. Interestingly, this particular set of keywords didn’t feature in the datasets for any of the other currencies we analyzed.

Vehicle Tracking

This refers to GPS technology that allows you to monitor a vehicle’s location – as one Amazon bestseller in the category puts it, “Whether it’s your child coming home from school, a suspicious spouse, a teenage driver, or valuable company assets,” vehicle tracking “keeps you up to date in real time.” Great news if you’re the suspicious type!

Coffee!

Having strong opinions about coffee or the Oxford comma might not be much of a personality trait (it’s amazing how often these crop up in Twitter bios or online dating profiles) but I’ll come clean: I like coffee, and so do the people of the United Kingdom.

Keywords such as “coffee machine rental” and “commercial coffee machines” made it onto the list of priciest keywords, so it’s safe to say that U.K. businesses are pulling out all the stops to keep their employees caffeinated and productive.

What keywords on the list stood out to you?

About the data

Here’s how we compiled the list: We extracted all the data gathered from anonymous AdWords Performance Grader reports across all industries between June 1, 2016, and June 12, 2017. We then focused on the 1000 most expensive keywords that appeared during that period and categorized them according to their core intent.

For example, we grouped keywords like “bail bonds” and “bail bonds los angeles” together as they share the same fundamental intent. Similarly, keywords relating to various types of lawyers (like “malpractice lawyer” and “injury lawyer”) or insurance were also combined. We used a similar approach in our previous analysis to avoid featuring too many specific long-tail or local keywords that wouldn’t have broad relevance to a wider range of businesses. Wherever possible, we separated distinct services (e.g., pest control vs. termites).

We also excluded keywords with fewer than 100 clicks from our analysis. Our focus was solely on advertisers bidding in USD, GBP, AUD, CAD, and ZAR, and we analyzed each currency independently. We also removed any non-English ads and duplicates (where both the keyword and the CPC were identical). The results presented in this article are in GBP.

A huge shout out to everyone who helped us compile, analyze, and present the data: our data analyst Josh Brackett, our web team lead Meg Lister, and our designer Kate Lindsay.