The Affordable Care Act in Paid Search Advertising – A Retrospective

With the potential repeal of the Affordable Care Act on the horizon, January 31st marked the end of what may be the final open enrollment period for the ACA, popularly known as Obamacare. To evaluate the role of paid search advertising in the ACA, AdGooroo examined U.S. Google desktop text ad activity on 25 Affordable Care Act-related keywords from January 2014, when the new health insurance exchanges launched, though January 2017.

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The Most Expensive Keywords in Paid Search, by Cost Per Click & Spend

Way back in October 2009, AdGooroo found that the keyword ‘mesothelioma’ was the most expensive keyword in paid search, costing an average of $99.44 per click. We recently returned to that subject and found things have both changed and stayed the same in the ensuing years. 

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Health Insurance Highly Competitive in Paid Search Advertising

In our latest report AdGooroo looks at the Health Insurance category and Paid Search advertising. Specifically, we examined U.S. Google AdWords activity for desktop and tablet on 6,003 health insurance-related keywords in the first half of the year, from January to June 2014.

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Who’s Advertising on ‘Obamacare’ in Paid Search and Why?

With no end in sight to the debate over the Affordable Care Act (ACA), commonly known as Obamacare, AdGooroo decided to take a look at Paid Search activity surrounding the controversial law.

To do so, we examined Google AdWords activity on 25 keywords containing the words “Obamacare” or “Affordable Care Act” from January to October 2013. During this time, we found 860 advertisers collectively spending an average of $226,000 per month on such terms.

The question is, exactly who is advertising on the new law and why?

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AdGooroo is Becoming Kantar Media