According to Fathom Online, in the second quarter of 2006 the average keyword price was $1.27, down from $1.39 in the first quarter of the year.

In the third quarter of 2006, Fathom found that the average keyword price paid by online advertisers had increased 16.5% percent to $1.48.

"Keyword demand is up as organizations have increased their online advertising budgets and expanded their search marketing capabilities," said Dean DeBiase, CEO of Fathom. "Both online advertising and search marketing are becoming strategic components of the overall marketing mix because of their growing effectiveness."

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