I'm managing a simple adwords campaign and bidding on a keyword for a client. mortgage rates ...among others So I look it up in the keyword tool and broad/phrase/exact are all around $5 estimated CPC. It took me bidding $10+ just to get on the first page when I actually put the campaign together, and now clicks cost $15.. I needed to bid 2-5x the keyword tool's estimate to even show up mid page for any of the keywords we bid on. The client is like WTF. and I'm not sure I have an answer for them. Any insight you guys can provide. I know our QS is low because we're new, but the site is about mortgage rates, so it should be relevant.