How much should you be paying for search ad's?

I am often asked "How much should I be paying to advertise on Google?" A new report on actual Pay Per Click rates (from Efficient Frontier ) shows average costs for various industry categories. Examples: US$0.40 for Retail; US$9.49 for Insurance (yep. thats right. over $9 per click.)

This is interesting, but if you want to be advertising on Google - or the other search engines - you really should be checking that out directly. Or pay a specialist to advise you.

Feel like DIY? Go to Google Adwords now and get started.