MediaPost reports that search firm Fathom Online published figures showing a 24 percent price rise in click costs over Q4. Attributed mostly to more intense holiday shopping competition, the biggest price hikes came in retail (up 81 percent), consumer services (up 151 percent) and travel (up 52 percent). Automotive and wireless categories saw small price decreases per click. The most expensive category of keyword remains the mortgage category, costing an average of $4.79 per click in December versus September's $3.17.
