Have you seen a brand search campaign in Google Ads running at $13 CPC? 😱

On our Google Ads coaching call today I was shocked to see this, a first in my career!

When we dug deeper it turns out that Maximize clicks bid strategy was used on the brand campaign.

Digging into search terms it showed $2.3 CPC for the search terms but 2 clicks were at $23 CPC.

Both these clicks were shown as "Other search terms".

Fine, the brand name was a bit of a generic term but...

When I checked the keyword planner, the higher bid estimate was $8.2 only.

What really could have gone wrong here? Have you come across something like this?

I am still in disbelief!