Over on InsideGoogle, we learn that:

Celebrex, the keyword, has soared, as personal injury attorneys scramble to buy the keyword for big bucks at Overture and AdWords, MarketWatch is reporting. The Overture cost of Celebrex soared from 95 cents on Friday to $4.02 today, following news that the FDA was considering regulatory measures for the best-selling arthritis drug.

Celebrex the arthritis drug?


I never really thought about how FDA action against particular drugs would affect keyword ad buys. Sure, I've seen how it affects the stock prices of drug companies, but this is a bit unexpected.

It's a brave new world, with new economies that are ripe for study.

Posted by jzawodn at December 20, 2004 11:39 PM

Reader Comments
# Morgan Schweers said:

I wonder...thinking 'out loud' here...

If I offered 'insurance' or 'options' on specific words, saying that at any time between now and (say) six months from now, I will pay whatever the going rate for top placement is for that word and only charge what it is today, up to 10,000 clickthroughs, in exchange for which you pay me (right now) a risk premium...

So, if four months ago I'd 'insured' Celebrex, received a risk premium of $0.25/click for $2500, my insurance would have been 'called' and I'd be paying $4.02 - ($0.95 charged), and losing money badly. So that's the 'put selling' side of the equation. Making money if (within the time frame) the word sold doesn't exceed its start price plus the risk premium, but losing badly if it does. It is more 'insurance' than options, I guess...

I don't know how else you'd reasonably speculate on words w/o the aid of the ad word serving company.

-- Morgan Schweers, CyberFOX!

on December 21, 2004 01:01 AM
# Greg K. said:

Uh, dude, this is news to you? How is it that you missed the whole mesothelioma thing? Or Vioxx? ROFL...

on December 21, 2004 02:31 AM
# rr said:

Three analysts upgraded "Aleve" to Outperform on word the FDA ...

on December 21, 2004 07:58 AM
# Patrick Hall said:

For the logical extension of keyword insanity, check out Media Mammon:


It's a simulated keyword stock market, very fun.

Since this post on Celebrex, it's fallen precipitously:


on December 23, 2004 07:44 AM
# home builder said:

home builder

on May 3, 2005 10:09 AM
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