Why is CPC so high v's low average monthly searches?

[PeterConnor]

This post is deleted!

[EGOL]

CAC gets a lot of searches for people who are looking for other things.  Take a look at the top ten positions in that SERP.  None of them are related to "customer acquisition cost"

Central Arizona College, Common Access Card, Contemporary Arts Center.

[PeterConnor]

Apologies, there was an error in my post... the Customer Acquisition Cost figure should have been 5.69.. So when you compare that to the CAC (which as you rightly say is more generic) the CPC is much higher.

[PremioOscar]

Try to use long tail keywords and use the modified broad match option in this way you will get more relevant traffic for the keywords you want, it will cost you less and your ads will also appear for more specific search queries.

As the cost per click is 5.69 for Customer Acquisition Cost and it might be high compared to your budget what I would do is to enrich that keyword with more specific words.

Example:

+Customer +Acquisition +Cost example

example +Customer +Acquisition +Cost

In this way you are telling Google that your target keyword is **example +Customer +Acquisition +Cost **and the cost will be be for this keyword (which can be cheaper as it is a long tail keyword).

But your ads will also show up for people that type in just  **+Customer +Acquisition +Cost **

Take a look at this post for a complete explanation

http://www.google.co.uk/ads/innovations/bmm.html

By using this option I kind of skipped the problem you have.

Hope it helps.

[PeterConnor]

I wasn't using the tool with the intention of creating an adwords or a CPC campaign. I was just researching for content planning. My question specifically is, why is the CAC acronym (more commonly and generically searched) so much cheaper to use in an ad campaign, than the more specific Customer Acquisition (and less frequently searched) exact matching term, considering there are far less searches for that.

[EGOL]

Because nobody else is bidding on it.  They know that some of the fidiots searching for those other queries will click the ads and cost you money.

[PeterConnor]

Also, when I do a search for CAC, there are no paid ads in the SERPS... Strange, no?

[PremioOscar]

Oh okay, well keep in mind that the numbers you see are related to paid searches and Google doesn't really tell you the amount of traffic coming from specific keywords.

Also, if you notice the competition you see that is higher for Customer Acquisition, which means more companies bid on that keyword because it could be more profitable and drive more targeted traffic rather than the simple acronym CAC.

This could explain why the CPC for that keyword is higher.

[PremioOscar]

As Egol said, people might not be bidding on it.

That explains the lower cost.

As you are looking at those data for different purposes other than PPC ads, make sure you look at the right metrics; don't rely only on those data as they could mislead you.