Back in the day, around 2003, somebody asked me a question regarding paid search: “Do you know what the most expensive keyword is on Google Adwords, and how much it costs?” I made a bunch of guesses, gradually increasing the amount I thought it might be acceptable to pay every time somebody clicks on an ad. A 20? No? A 30? Surely not! The grand reveal was that I was horribly wrong, and that some advertisers were paying “about A 70 a click” for the term ‘mesothelioma’, which is a type of cancer associated with exposure to asbestos.
