Because Google controls over 70% of online searches, it is an incredible resource for analyzing online search behavior. Recently, the search term “Cord Blood” became one of the 20 most expensive keywords on Google Adwords,[1] an incredible finding given the variety and total volume of searches that occur through Google.
Individuals or companies who buy the exact search phrase “Cord Blood” through Google AdWords now pay $38.38[2] to win search traffic for this phrase within the United States.
Internationally, when all locations are considered, the cost for buying the exact search phrase “Cord Blood” through Google AdWords is $22.60.[3]
What is Driving High Cord Blood Advertising Costs?
The extremely high cost of the search phrase is likely driven by the potential benefit that private cord blood banks receive from securing a long-term client for cord blood storage services.
While the price of upfront collection and processing can be several thousand dollars, the larger revenue reward comes from either the sale of a long-term storage plan (usually 18 or 20 years) or from the ongoing annual revenue that a client pays for continued storage rights (usually between $125 and $150 per year for cord blood storage only, and $225 to $300 per year for both cord blood and cord tissue storage).
In the images below, you can also see seasonal trends for the search phrase, which identifies such trends as lower average searches for the phrase in December, both within the United States and worldwide. Within the United States, searches for the search term “Cord Blood” also appear to be slightly lower during the summer months of June through September.
IMAGE. Google Adwords Price-Per-Click for “Cord Blood” (Geography: USA Only)[4]
IMAGE. Google Adwords Price-Per-Click for “Cord Blood (Geography: Worldwide)[5]
Related Cord Blood Search Terms
Next, an analysis of related search terms, often called “long-tail” search phrases because they are longer and more specialized. While there are typically lower search volumes for these phrases, they can be more specialized and therefore lead to higher conversion rates for advertisers.
For instance, an individual searching for the phrase “Compare Cord Blood Banks” may be more likely to be making a buying decision than someone searching for the phrase “Cord Blood,” who may only be seeking to get educated about the topic.
Occassionall, related search terms can have higher search volumes, as it the case for the phrase “Cord Blood Banking.” This term is searched for substantially more often than “Cord Blood,” both within the United States and Worldwide.
See a full analysis of related search terms below, again performed using the Google Adwords tool.
IMAGE. Search Terms Related to “Cord Blood” (Geography: USA Only)[6]
IMAGE. Search Terms Related to “Cord Blood” (Geography: Worldwide)[7]
Cost of “Cord Tissue” Search Terms
Finally, it is interesting to consider the pay-per-click price for the search term “Cord Tissue,” since it is an increasingly popular storage service for cord blood banks to offer.
Individuals or companies who choose to buy the exact search phrase “Cord Tissue” through Google AdWords now pay $19.71[8] to win search traffic for this phrase within the United States. Internationally, when all locations are considered, the cost for buying the exact search phrase “Cord Blood” through Google AdWords is $10.46.[9]
Findings from this section are summarized below.
TABLE. Google Adwords Pay-per-Click Costs for “Cord Blood” and “Cord Tissue”
| SEARCH PHRASE | GEOGRAPHY | PAY-PER-CLICK COST |
| Cord Blood | USA | $38.38 |
| Cord Blood | Worldwide | $22.60 |
| Cord Tissue | USA | $19.71 |
| Cord Tissue | Worldwide | $10.46 |
In summary, the cost of using Google Adwords to promote your cord blood and cord tissue services is becoming increasingly prohibitive and finding alternative methods for promotion of these services will be an important task.
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To learn more, view the “Complete 2015-16 Global Cord Blood Banking Industry Report.”
Footnotes:
[1] Singel, R. (2011). How Does Google Make the Big Bucks? An Infographic Answer | WIRED. [online] WIRED. Available at: http://www.wired.com/2011/07/google-revenue-sources/ [Accessed 6 Nov. 2014].
[2] Adwords.google.com, (2014). Google AdWords: Keyword Planner. [online] Available at: https://adwords.google.com/ko/KeywordPlanner/Home (“Cord Blood”; Georgraphy: USA Only) [Accessed 6 Nov. 2014].
[3] Adwords.google.com, (2014). Google AdWords: Keyword Planner. [online] Available at: https://adwords.google.com/ko/KeywordPlanner/Home (“Cord Blood”; Georgraphy: All Locations) [Accessed 6 Nov. 2014].
[4] Adwords.google.com, (2014). Google AdWords: Keyword Planner. [online] Available at: https://adwords.google.com/ko/KeywordPlanner/Home (“Cord Blood”; Georgraphy: USA Only) [Accessed 6 Nov. 2014].
[5] Adwords.google.com, (2014). Google AdWords: Keyword Planner. [online] Available at: https://adwords.google.com/ko/KeywordPlanner/Home (“Cord Blood”; Georgraphy: All Locations) [Accessed 6 Nov. 2014].
[6] Adwords.google.com, (2014). Google AdWords: Keyword Planner. [online] Available at: https://adwords.google.com/ko/KeywordPlanner/Home (“Cord Blood”; Georgraphy: USA Only) [Accessed 6 Nov. 2014].
[7] Adwords.google.com, (2014). Google AdWords: Keyword Planner. [online] Available at: https://adwords.google.com/ko/KeywordPlanner/Home (“Cord Blood”; Georgraphy: All Locations) [Accessed 6 Nov. 2014].
[8] Adwords.google.com, (2014). Google AdWords: Keyword Planner. [online] Available at: https://adwords.google.com/ko/KeywordPlanner/Home (“Cord Tissue”; Georgraphy: USA Only) [Accessed 6 Nov. 2014].
[9] Adwords.google.com, (2014). Google AdWords: Keyword Planner. [online] Available at: https://adwords.google.com/ko/KeywordPlanner/Home (“Cord Tissue”; Georgraphy: All Locations) [Accessed 6 Nov. 2014].