You will often read that “mesothelioma” is the most expensive keyword at $100 per click.

Mesothelioma is caused by asbestos. Lawyers can get million-dollar settlements for asbestos lawsuits. No wonder they’ll bid so much.

But do they really bid $100?

Nope. Not true. After hearing this so many times, I tested it. I posted it in Google Adwords at $1 (one dollar) and got impressions and clicks at $0.32 (thirty-two cents). And if I optimize for it, I could probably get clicks much cheaper.

You may be wondering, why would some pay more and others pay less for the same keyword? It’s all about optimizing in Adwords.