If you are a Web Designer in Ireland, Roofing Contractor in Dublin or property development, etc, then I would suggest you are in a highly competitive market. A competitive market means business is good. If business is good then your competitors will pay more for their keywords. Meaning you will pay more for your keywords.
If on the other hand, you are looking to sell online Zoology courses, you can expect to pay a lot less for your keywords.
There is a reason Google Adwords is so successful... It works. Let's make it work 4u.
Here is the best advice I can give to you: Dip your toes in the water. See what works and what doesn't work. If something is not working, change it or remove it. If something is working, invest more money into those ads or keywords.
I recently had someone contact me about a "Web Design Position". They Googled "Web Design Position", our advert came up, they clicked in and applied for a position. Since they clicked on of our Google Ads, we paid €5 for this click. This person had no intention of getting a website designed. So, how did we get around this? We removed the keyword "position" from our ads. So now, we won't show up for "Web Design Position". A similar search will happen in the future. When that happens, we just have to remove that keyword as well. You can remove the word "position" by using negative keywords. Negative Keywords are a very powerful toll that could save you up to 50% of your ad spend if not more!
In short, my view, is that you can get someone to visit your website, interested in buying your products and service, for less than a price of a pint of Guinness. A potential client is worth far more to me than pint of Guinness.
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