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Weirdly high approximate CPC from keyword tool - any thoughts?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi--

 

I am working with a client who has a very high-tech, nichy product. Some particulary good keywords (fairly long-tail) are showing really high approximate CPC's ($17-ish) on an exact match; they are lower ($8 range) for broad and phrase match. These keywords do not have a high search volume, nor does the KW Tool show high competition.

 

Any thoughts as to what is going on here? And any strategies to NOT pay $17 per click? I'm wondering if I can lowball & still turn up in results because there are only 2 other ads for this KW at the moment.

 

Thanks for comments or insight. Susan

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Accepted by Zee (Community Manager)
September 2015

Re: Weirdly high approximate CPC from keyword tool - any thoughts?

Top Contributor
# 2
Top Contributor

Hi Susan,

 

First off, bidding around or over $20 is high but not extraordinary in some fields of business. In your particular case chances are the case is that Google delivered too many impressions for ads in the past and got only very few clicks. Hence the system is reluctant to deliver more impressions unless the bids are really high. In AdWords lingo: former advertisers deteriorated Google wide stats hence you get a low Quality Score for the keyword which will inevitably result in high bidding requirements.

 

Best,

Lakatos 

View solution in original post

Marked as Best Answer.
Solution
Accepted by Zee (Community Manager)
September 2015

Re: Weirdly high approximate CPC from keyword tool - any thoughts?

Top Contributor
# 2
Top Contributor

Hi Susan,

 

First off, bidding around or over $20 is high but not extraordinary in some fields of business. In your particular case chances are the case is that Google delivered too many impressions for ads in the past and got only very few clicks. Hence the system is reluctant to deliver more impressions unless the bids are really high. In AdWords lingo: former advertisers deteriorated Google wide stats hence you get a low Quality Score for the keyword which will inevitably result in high bidding requirements.

 

Best,

Lakatos