Back in 2011, before fidget spinners took the world by storm, a rumor circulated in the search marketing world: “mesothelioma” was allegedly the priciest keyword on Google Ads (then Google AdWords), costing over $100 per click. Was it true?

I wondered if data from our Free Keyword Tool could reveal the keywords with the highest cost-per-click (CPC) in Google AdWords, driving up advertising expenses. The resulting infographic became one of our most popular, but people often request updated data.

Good news! We’ve analyzed keyword data for five English-speaking countries, including GBP, CAD, AUS, and ZAR. We identified the top 25 most expensive keywords (indicating highly competitive niches) and their average CPC – with significant changes since 2011!

Ready to explore the priciest keywords in 2017? Let’s dive in:

Data Insights

Our list was created by analyzing data from anonymous Google Ads Performance Grader reports across all industries between June 1, 2016, and June 12, 2017. We examined the top 1000 most expensive keywords and categorized them by their core intent.

For instance, “bail bonds” and “bail bonds los angeles” were grouped as their core intent is identical. Similarly, keywords related to various lawyer types (e.g., “malpractice lawyer” and “injury lawyer”) or insurance were grouped. This methodology, consistent with our previous analysis, avoids over-representing specific long-tail or local keywords. Distinct services (pest control vs. termites) were separated as much as possible.

Keywords with under 100 clicks were excluded, and we focused on advertisers bidding in USD, GBP, AUD, CAD, and ZAR, analyzing currencies separately. Non-English ads and duplicates (identical keyword and CPC) were removed. This article focuses on USD results.

A big thank you to our data analyst Josh Brackett, web team leader Meg Lister, and designer Kate Lindsay for their contributions.

Google Ads’ Priciest Keywords

The top 25 most expensive keywords in Google Ads are:

Top 25 Most Expensive Keywords

Factors Influencing Keyword Costs

High AdWords keyword costs in specific niches are often attributed to these factors:

Urgent Need for Solutions

Desperate times call for desperate measures. When facing urgent problems, people are willing to pay a premium for quick solutions. This allows advertisers to charge more, achieving a strong ROI despite high CPCs.

These niches are highly competitive as people need immediate help. For example, “emergency room near me” is a top keyword in “medical services.” Advertisers in the right place at the right time can reap significant benefits. (Though personally, I question profiting from those needing emergency care.)

Keywords related to urgent problems include:

• “Bail bonds” at #2
• “Lawyer” at #4
• “Cash services & payday loans” at #7
• “Rehab” at #11
• “Plumber” at #18
• “Termites” at #19
• “Pest control” at #20

High-Value Products or Services

While insurance keywords previously reigned supreme, our data shows they’ve been dethroned. That’s somewhat good news for insurance marketers, right? (Well, it’s still nearly $50 per click on average, with outliers like “malpractice insurance” exceeding $300!)

Currently, “business services” keywords like “data room” and “network security monitoring” are the most expensive, likely due to their high cost. Businesses offering such services are willing to bid higher due to the potential for high returns, whether through large purchases or high customer lifetime value.

As in our last analysis, finance-related keywords (loans, mortgages) remain costly. This year, “asset management” sits at #5 ($49.86 per click) and “banking” at #23.

Legal services remain expensive, averaging even higher than in 2011 ($54.86 vs. $42.51 per click). This contributes to the challenges of law firm marketing.

For businesses in these expensive niches, consider leveraging the display network. Coupled with engaging creative (like those from our free Smart Ads Creator), it offers affordable clicks and budget optimization.

Hopes, Dreams, and Addictions

People invest heavily in fulfilling their aspirations. For some, it’s education, with “degree” remaining a costly keyword (unfortunate for higher education marketers).

A good education can lead to a better job and rewards like vacations. Travel keywords like “Hilton timeshare reviews” appear at #13.

However, some haven’t kicked their bad habits. “Casino” ranks high at #3 ($55.48 per click), and “online gambling” appears at #22. Who needs Vegas with a laptop nearby?

Then there’s the intriguing world of psychics and hair transplants. #questionablechoices

Google AdWords: The 25th Most Expensive Keyword?

This one surprised us. Sometimes people google “google,” , and some even bid on “google adwords” within Google AdWords. (Yes, we’re guilty as charged.)

Industry-Specific Keyword Insights

Need to know the popular (and costly) keywords in your industry? We can help!

Our revamped Free Keyword Tool (currently in beta) offers industry-specific filtering.

For example, to find car-related keywords relevant to finance, type “cars” and select “Finance & Banking.” You’ll see terms like “new car lease” and “new car incentives”:

Conversely, selecting “Arts & Entertainment” yields results like “cars film” and “pixar cars”:

This feature helps you pinpoint keywords tailored to your search marketing campaigns, eliminating irrelevant terms. You can choose from 24 industries.

Check it out!

Did any of the top 25 keywords surprise you?