I was playing with the google keyword tool today. Try writing "insurance" and then sort them by the "Estimated Avg. CPC" column I've got "21 auto insurance" on top with $83.81 per click on average. Which means that there are advertisers paying $83 per click for that keyword? A glitch maybe? Well i kept looking and there are plenty of words like that, the most of them highly unbelivable like "hoodia gordonii uk" for $77.56 per click on average and even more averaging about 40-50$ per click I remember that couple of years ago the mortgage and credit card related keywords were some of the most expensive ones, but even back then they were about 20-30$ per click and that was considered crazy. How do you explain the nowadays values? Some mass glitch or google keyword tool information doesn't mean much now? I'm really having hard time believing someone pays that much for such keywords. I've noted high difference and with the reported traffic as well.