Well Search Catalyst has revealed that most expensive words are related to the financial industry.
'Insurance' is one of biggest PPC hitters, fetching up to just under £35 cost per click on Google.
This isn't surprising with 24 per cent of the search engine giant's top 10,000 keywords related to insurance.
According to the research, 'loans', 'mortgages' and 'credit' are also among the most expensive PPC words.
However, small businesses could find themselves priced out of a PPC campaign using these key terms.
Thus it is vital to take a paid search audit and look to how other, cheaper words can be used effectively as a part of PPC.
Smaller businesses should not sacrifice PPC in the belief that they won't be able to afford it, as it helps to attract traffic to a site and fives businesses immediate exposure.