The company, WordStream, produces software to automate key word bidding, and as a result, has a lot of data on keywords. They recently announced the most expensive keyword categories. What was the most expensive one? Insurance. It makes sense. The companies that can pay the most to acquire a customer are also the companies who can pay the most for keywords. What the category also points to is that search is used primarily to solve problems and customers will pay a lot for solutions. How else to explain that "insurance" costs upwards of $55 per click?