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Problems for Search from the Finance-Based Economy? (AMZN, EELN, GOOG, RATE) [View article]
Google Ad Click-Through Rates Rise From 18.5% to 19.3%, Citigroup Raises Estimates (GOOG) [View article]
For the past few months I have been collecting Bid information from Overture for 200+ keywords.
Notice that in recent months Home Loans related bids have been trending down. My resulting deductions/hypothesis --
* Google's (and Yahoo's) search revenue per click is decreasing. Search marketing revenue constitutes a majority (95%+) of total revenues for Google, and Home Loan related keywords bring in much of that.
* Lower bids = is there less competition? Is the Online Home Loans market cooling down a little?
* Marketers are becoming smarter about SEM and are better understanding search ROI and market dynamics. Bid prices as a result might be settling into more rational ranges.
* Maybe it's just seasonality? -- a summer slowdown. You'll notice in the graph above that September is trending up marginally for Purchase and Refinance.