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Cost per click much higher than predicted in keyword planner

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I am selling real estate in a small town in Thailand (all in thai language) where the keyword planner suggests very low costs  -- a few cents US -- for keywords related to my location. But in my campaigns the CPC is consistently higher by a factor of 5 or 10, often with no competing ads at all showing.  How come? My quality scores are 5 to 7, clickthrough rates 1 to 4 percent. Should I reach for telephone support on this question?

 

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Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
November 2015

Re: Cost per click much higher than predicted in keyword planner

Explorer ✭ ✭ ✭
# 2
Explorer ✭ ✭ ✭
Hi Jack, there is no need to panic on this one. The keyword cost is just a broad estimate and cannot be taken as a true indication of cost. I like to see it as a best case scenario estimate. Suggest removing the 5/10 quality scores as they will come at a high cost. If your quality scores were 9/10 or 10/10 then you may indeed see costs closer to the estimate amount.

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Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
November 2015

Re: Cost per click much higher than predicted in keyword planner

Explorer ✭ ✭ ✭
# 2
Explorer ✭ ✭ ✭
Hi Jack, there is no need to panic on this one. The keyword cost is just a broad estimate and cannot be taken as a true indication of cost. I like to see it as a best case scenario estimate. Suggest removing the 5/10 quality scores as they will come at a high cost. If your quality scores were 9/10 or 10/10 then you may indeed see costs closer to the estimate amount.

Re: Cost per click much higher than predicted in keyword planner

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Thanks, Bryan, this is most supportive. If I could find someone to help me on this quality score business it would be great, unfortunately I have to work entirely in Thai, a language I know poorly. But I will work on it. I find it a little annoying that the scenario by Keywords planner is so vastly different than my actual costs, by a factor of 10 in some cases.