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* More than 60% of active keywords cost 20 cents or less; only 6% cost over $1.00.* High position keywords do not necessarily equate to click volume. There are as many high click volume keywords in positions lower than three as there are at three or higher.
* On average, conversion rates decrease when CPC exceeds 50 cents, indicating a potential "law of diminishing returns".
* Lower-positioned keywords drive 10% of total conversions, suggesting there is value in developing broad keyword lists & managing to overall ROI metrics.
PDF download here [doubleclick.com].
