There are a limited number of top slots available (4) which makes these highly competitive.
The success of your campaign depends on a variety of factors including:
– Keyword research & selection.
– The focus of individual ad groups.
– The keyword bid strategies employed.
– How engaging the landing page is.
– The Ad Quality & Landing Page Score
all come together to provide a Quality Score. The cost / click for particular keywords depends on this value. If it’s high, you pay less per click. If it’s low, expect to pay more.
[Diagram of influence of Quality Score on CPC]
With the space commanding so much attention and being so competitive where small missteps can lose you 100’s if not 1000’s of dollars, it pays to have your campaigns managed professionally.