Search engine keyword prices fell $0.07 or 4% in July 2005, from $1.72 to $1.65, according to Fathom Online. The Telecom-Broadband fell 13% to $1.72 in July 2005, bringing the overall average down. The Telecom-Wireless category that rose $0.19 in June 2005, fell back 4% from $1.19 to $1.14 on average per keyword. The Finance-Mortgage vertical indicates that competitive bidding by mortgage lenders remains strong as the average continued to be the highest of the tracked categories at $4.63 per keyword. Finance-Investing registered a decrease of 9% from $1.89 to $1.73 and Consumer-Retail categories dropped 2% to $0.52 after the surprisingly strong June that saw a 9% bounce.