For the fourth month in a row, the average keyword price decreased compared with the same month in 2004. The average price in October was $1.45, or about 6 percent less than in October 2004, according to Fathom Online's latest monthly keyword price index, reports MediaPost. Month over month, the average price remained nearly flat, increasing one cent from September's $1.44 - whereas in 2004 the average price rose 14 percent between September and October.

The mortgage category accounted for the largest decline from October 2004, falling 15 percent to $3.68; consumer services fell 10 percent to 86 cents; and broadband fell 8 percent to $1.63. Consumer retail and automotive both decreased 6 percent, to $0.45 and $1.30, respectively.

The only categories to register an increase in average keyword price from last October were travel/hospitality, which rose 14 percent to 97 cents, and investment, which rose 4 percent to $1.66.

Month-to-month, the greatest decrease in average keyword cost was in automotive, falling from $1.51 in September to $1.30 in October; wireless decreased 13 percent, from $1.22 to $1.06. Investment registered the greatest gain from the previous month, increasing 14 percent to $1.66; mortgage keywords increased 29 cents, to $3.68, or 9 percent.