Back in 2006 I was running Google AdWords for a mortgage company on keywords around self-certification mortgages (yes, sorry, I was one of the people responsible for the crash :-)
These (at that time) sold for about £5 per click for a top 1 or 2 position, and the mathematics of it was that you could just about make a profit at that price as long as your website was very efficient at converting people to calls. Because of the high price and sensitivity, my pager was set to go off if we had a sudden "run" on particular keywords.
To cut a long story short, we got something like 10 clickthroughs within a short period, around 10 minutes, causing my alarms to go off.
We tracked it back to a brief mention of self-certification mortgages by Sarah Beeny on a Channel 4 property program at exactly that time (this was before TV on demand).
These (at that time) sold for about £5 per click for a top 1 or 2 position, and the mathematics of it was that you could just about make a profit at that price as long as your website was very efficient at converting people to calls. Because of the high price and sensitivity, my pager was set to go off if we had a sudden "run" on particular keywords.
To cut a long story short, we got something like 10 clickthroughs within a short period, around 10 minutes, causing my alarms to go off.
We tracked it back to a brief mention of self-certification mortgages by Sarah Beeny on a Channel 4 property program at exactly that time (this was before TV on demand).