Pay Per Click (PPC) Keyword Pricing in India

Pay Per click (PPC) is a type of internet advertising where advertiser pays when a user clicks on an advertisement to redirect to the advertiser website. PPC is used in search engines like Google, Yahoo search, Live search, etc., and various content websites

Advertisers typically bid on keyword phrases to target their relevant market through PPC. When a user types particular search query matching advertisers keyword list or views a website/webpage with relevant content, the advertisement is displayed. These ads normally appears as sponsored links, or Ads by Google or Sponsored Ads adjacent to or above search results

In India, keywords are priced anywhere between INR 2.5 and INR 2,500 (Approx. $ 50). Some of the highly bid keywords in India are

• Discount hotels (INR 95.50 cost per click)
• Stock Broker (INR 81.90 cost per click)
• Cheap Hotels (INR 78.75 cost per click)
• Flights to Mumbai (INR 72 cost per click)
• MBA (INR 58.95 cost per click)
• Laptop (INR 53.10 cost per click)
• Cheap Flight (INR 52.65 cost per click)

Largest advertisers in India are travel sites routinely buying and deploying over three million keywords. Many individual advertisers bid on up to five keywords to ensure traffic to their sites. Currently, Naukri (along with its partner sites) is the largest advertiser online. Naukri spends about INR 9.7 Cr. per annum on online advertising

Recently Yahoo launched search engine marketing platform, the keyword 'travel' had a highest bid of INR 55. Surprisingly, 'hote' (typo of keyword 'Hotel') also had been bid, for INR 5.5!

Bottom line is "More number of bidders (or takers), higher the price"

Source: Various News Articles.

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