The tendency of Australian users to type key words into the search engines occasionally using misspellings has provided advertisers an idea to get around the increasing cost of paid search engine advertising, found ReachLocal. For instance instead of using the word “cosmetic surgery” – which is comparatively expensive - “boob job” can be used as well and will deliver the required result at a low cost. A research conducted by Frost & Sullivan predict that search engine advertising would rise at an average rate of 31.6 per cent every year from 2007 to 2011, as a result of additional spending from existing advertisers as well as from new entrants. There will also be a rise in the price of generic search terms. So the challenge now is to look for alternate search words that are as effective as the generic terms and yet less costly.

This trend can easily open up the doors to small-to-medium enterprises that were not able to compete on word auction prices due to a budget constraint. The company had claimed to find out various cheap but effective search words will offer a good return for their budget. For instance, any user looking for hair removal might type in “brazilian” instead of “waxing” which is more expensive. Users can misspell “veneers” as its cheaper alternative “vaneers” and yet find it effective in finding a dentist.