Word Stream has published data on Top 20 most expensive keywords categories in Google Adwords and their respective search volume.
It is interesting that top 3 search keywords by volume for Google's Adwords revenue are Insurance, Loan and Mortgage respectively. Credit keyword is fifth in the list
These 4 key words : Insurance, Loan, Mortgage and Credit comes in BFSI (Banking, Financial Services and Insurance ) category.
Together above four key words account for 49% of google's revenue generating search volume
Word Stream has give data for Top 20 keywords which account for 70% of revenue generating search volume.
If assume this 70% search volume gives 80% of revenue than four BFSI keywords ( Insurance, Loan, Mortgage and Credit) will generate 59% of revenue.
So a search engine can be made exclusively for BFSI ads, which could potentially have 60% of Google's revenue and only 50% of the cost ( Yes it will be more profitable!!)
In dollar terms, the revenue of this hypothetical BFSI search engine could be around $ 20 Billion annually!
What could be features of this exclusive BFSI search engine?
- Focus on target users who are searching for BFSI products
- Provide relevant information to users cutting across noise and comparing different BFSI products of different companies
- Rating of BFSI products and companies across regions
- Data and statistics on BFSI product usage and availability
- Analysis of current macro information and its impact on BFSI products
- BFSI consumer behavior and analytics
- Legal and other consumer's hidden risks related to BFSI products
- Lead generation to BFSI companies
Challenge:
It requires participation of major BFSI companies and their voluntary sharing of product and consumer usage data
Reward:
For BFSI companies, it will create leads of target audience at much economical rate
Why there is no big BFSI search engine yet ? Or better question to ask is why the current BFSI search engines are not that successful?
