If you look at the top 20 keywords that Google makes money on with its AdWords service, you’ll find that 4 out of the top 5 are all about money. Here are the top 5 keywords on which Google is earning its gold:
Education, technology, and computers also have multiple places within the top 20. I can understand technology and computers, but education? I think education is in the top 20 right now because the economy is down, and when the economy takes a hit people typically go back to school for updating their skills and training for new professions. That’s why you’ll see education and training in Google’s top 20 income earners.
Money. Like sex, it sells. And that’s why I think it’s Google’s top earning keyword category. When money talks, people Google.
So what can you learn about this for your online marketing knowledge? Not that you should target those keywords in some way to attract new eyeballs to your content. Rather, understand the human motivation behind these keyword placements. Insurance companies are willing to pay top dollar for ad placements because they realize that they have a product that most people deem a necessity. Life and medical insurance sell, and everyone needs them.
With mortgage and loan salvation being a hot topic right now for a lot of people, it’s easy to see why these are hot keywords at the moment.
If you understand the motivation behind what makes something popular, then you can duplicate it for your own marketing plan. Maybe not perfectly. Some things just don’t translate well. For instance, how do you turn a necessity for insurance products into a marketing plan for shaving cream?
Nevertheless, understanding what motivates consumers, buyers, and advertisers will help you create better marketing collateral for your business – online and off line.