Google = Theives?

I have been managing the adwords account for a dentist in Beverly Hills for the past 6 years.

When google introduced the automatic bidding option where they claim to get you the most clicks for your money, I opted in. BIG MISTAKE.

I recently ran a search term report and sorted by CPC (highest to lowest) to see which keywords were costing the most. The image below is what I saw (click image to enlarge)

These are the search terms that Google has charged me for, generated by my broad matched keywords, set to automatic bid. As you can see, Google has charged me up $65.75 for one click on the long tail phrases. (long tail is supposed to be CHEAPER) This is how they claim to get the best value for your budget?

A lot of these terms have nothing to do with the dental industry, such as ‘silicone placements’ for which they charged me $37.48, ‘butt augmentation costs’ for which they charged me $35, ‘best hair transplant’ which they charged $33.22, ‘osteoporosis prevention’, another $32.93, ‘price for hair transplant’, $30.64, and the list goes on and on. All of which I have as negatives in my account.

I just called Google, and asked for a refund on these keywords,(which have costa  total of $5,000) but they wont.

To see if Google is ripping you off too, simply select ‘all time’ in the report options on the right, then select the keywords tab. Then click on ‘see search terms’ then ‘all’. Then click Avg CPC (to sort from highest to lowest).