I found this article over on Digg of the 50 most expensive adwords on Google (I’ll save you the trouble – “school loan consolidation” is on top at $69.16 per click). Beside feeling somewhat sorry for all the school loan consolidators who are are paying a lot of money today because a bunch of Diggers are clicking their ads out of sheer bloody-mindedness, I’m also somewhat perplexed by Ditech.

You know, Ditech. The loan people. Apparently there’s a lot of money in loans since the overwhelming majority of the 50 most expensive words are somehow related to debt. In any event, “Ditech” is the only brand name on the list. As of today, they’re paying over $46 every time someone clicks their sponsored link at the tippy top of the page when the very same link is a measly 100 pixels away at the top of the natural results. I suppose this demonstrates two things about the loan industry. One, there’s boat loads of money in it (duh). Two, competition is so intense in their world that Ditech is happy to fritter away a whole ton of money to get both the top results when someone searchers for their own name.