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!