If Google Ads could talk, it would chant like this: “20 dollar bid for this competitive keyword, now 30, will somebody give me 40? Now 40, now 40, anybody up for 50? Going once, going twice, sold!”
Now, if you’re a start-up owner who didn’t have stacks of hundred-dollar bills in your bag, you would probably find yourself sitting still in that imaginary auction and watching your desired keywords get snatched — one after the other — by the big spenders. You'd likely end up leaving that event empty-handed.
While bid per click isn’t the only thing that makes most expensive keywords, VA-based businesses with huge budgets are likely to do better in Google Ads than lower spenders. The average cost per click (CPC) is between one and two dollars, but the most expensive keywords can cost 50 dollars or more per click.
If you belong to an industry in which the majority of businesses advertise online, expect to pay for a higher-than-average CPC to compete. If you couldn’t catch up with everybody else’s bids, it may be difficult for your ads to rank high and for your brand to reap the best PPC results.
However, "paying higher-than-average" doesn’t mean you should shell out millions of dollars monthly
, like Amazon and Home Depot do, to get the results you desire. What you can do instead is to mimic what those advertisers with deep pockets do
— without spending more money and exceeding your start-up’s monthly budget for ads.