Having a high CPC (Cost-Per-Click) usually stems from competiting against many other competitors going for the same targeted keywords.
We can break this down for you by going to your "Auction Insights" and showing you what competitors are targeting the same keywords you are, and where they are on the SERP (Search Results Page) relative to your position.
Generally, here at Solutions 8 we aim to give you the highest ROAS (Return on Ad Spend) possible. This means we target keywords that are most likely to lead to conversions (Phone Calls, Purchases, Form Submissions, etc.).
If these profitable keywords also have high competition and high CPC, we need to "play the game" and bid competitively to appear near the top of the page to attract the most likely to convert customers that are looking for your products & services.
Our initial strategy is to start with targeting the bottom of the page until we can gather enough click-through data and conversion data to identify patterns.
Once we have a sense of which keywords are going to be effective, we might decide to bid competitively one a handful of them to appear at the top of the page, since we'll have the data to make us confident that it will be worth the risk to purchase those expensive clicks.