Mesothelioma Still Baffles SEM World
Mesothelioma is one of the only words in the English language which makes cancer lawyers and search marketers drool and is also a word which most people do not understand. Values of pay-per-click ads for terms like mesothelioma on Yahoo or Google have been rumored in some cases to cost advertisers over $25 per click. For those of you outside of the cancer lawyer and SEM realm, Wikipedia defines mesothelioma below:
Mesothelioma is an uncommon form of cancer, usually associated with previous exposure to asbestos. In this disease, malignant (cancerous) cells develop in the mesothelium, a protective lining that covers most of the body’s internal organs. Its most common site is the pleura (outer lining of the lungs and chest cavity), but it may also occur in the peritoneum (the lining of the abdominal cavity) or the pericardium (a sac that surrounds the heart).
Most people who develop mesothelioma have worked on jobs where they inhaled asbestos particles, or have been exposed to asbestos dust and fibre in other ways, such as by washing the clothes of a family member who worked with asbestos, or by home renovation using asbestos cement products.
Nick at ThreadWatch points to a case study by a “black hat” SEO type on earnings derived from mesothelioma sites. Question is, why would an advertiser pay so much for a search ad? GoodROI points out the following in a comment : “Mesothelioma may be overpopularized and oversaturated but it is still profitable for lawyers. Here is a simplified example. A daily ppc spend of $80k will get around 1400 clicks. Assuming the lawyer can convert at least 1 of these clicks into a viable case, the lawyer will get a high 6 figure or million dollar settlement. Since most lawyers charge a 30% contingency fee, they look to make at least $200k with a $80k ad spend.“