What's your Avg CPC in google search not include network? My Avg CPC is about $1-2. But most of keywords are higher than $5 for first page display. even if these keywords default cpc is less than $1 in google keywords tool? Is my keywords score too low?(it is 5-6)
If google is charging you $5 a click for a KW, it means that they don't like your landing pages..Usually a KW should be like $0.45 to $0.88 cents depending on the traffic. If google wants $1.00- $1.50 per KW, that means that they dont like your ad.
Knowing what others are paying is irrelevant and useless. You can't compare prices across industries. Even in the same industry that knowledge is useless. It all depends on each advertiser's QS. If I pay $0.15 because that's what I bid, that doesn't help you if in my industry I have to pay $2 to be on the first page. The keyword tool is an estimate only. There are some factors it doesn't take into consideration. It's also based on an average QS. Your QS is low and therefore, you are asked for more. I consider a QS starting at 7 to be good. QS is a number (read more on how it's calculated) of how you compare (mainly CTR) against competitors. QS is also used to calculate how much you will pay.
Depends on the keyword. Some keywords cost an average of $50+ per click. What you pay is dependent upon the profitability/effectiveness of your advertising and the amount of competition there is for the keyword.