What is the quality index based on?
A high Quality Score means that Google considers your ad to be valuable for search engine queries.
Improving your ad's relevance to your target keyword and improving your landing page experience can increase your Quality Score. This can lead to a lower CPC.
Level of competence
The number of advertisers bidding on a keyword determines its competition.
In markets where many advertisers compete for visibility, keyword CPC tends to be higher.
For example, if you're in real estate in New York, the malaysian numbers competition for keywords like "real estate agent New York" is high (as seen in the "Com." column, which is short for Competitive Density). Therefore, your CPC will also be high.
CPC and competitive density data for "real estate agent New York"
To manage this, consider being more specific with your business and targeting less competitive keywords like “commercial real estate agents in New York.”
CPC and competitive density data for "commercial real estate agents in New York"
Read more: How to create an effective PPC strategy in 7 steps
Search volume
Search volume shows how often a keyword is searched for over a given period (usually per month).
Keywords with high search volumes are often more expensive due to their potential to attract significant traffic, which attracts more bids (increasing competition).
However, high search volume also means greater visibility and opportunity for brand exposure.