Hi all... It's strange, but sometimes I have 2 cases that I can't figure them out... How come that a keyword BID is very high (to gain a good position) but I see very low Avarage CPC. it's not about the CTR because in those 2 cases it's low. Any ideas ? Thanks! Guy
Two possibilities spring to mind. 1) There's a big gap between your bid and the next one down - particularly a possibility if your advert appears top. 2) You are using Phrase or Broad Match, and the search query that drives the most clicks is a lot cheaper than the one that drives the most impressions. For example, suppose you are bidding on "blue widgets" and your advert appears for two search queries - blue widgets and discount blue widgets. Blue Widgets generates 1000 impressions and 100 clicks. Discount Blue Widgets generates 10000 impressions and 10 clicks (since yours are top quality, top price). You are bidding £5 per click. For Blue Widgets, your QS is very good (thanks to your CTR) so you appear 1st and only pay £0.50 per click. For Discount Blue Widgets, your QS is not good, so you appear 5th, and pay £4.50 per click. What do your results look like on Adwords? Average Position = 4.63 Average CPC = £0.91 Bid = £5.00 This is an extreme example, and only applies if you are on Phrase or Broad match, but you get the idea...
Also check the date range - if your bids were low before then the average CPC will have been low. You may still be seeing that data.