For example, I did a little bit of research on Covid-19. It had 9,200 searches a month. The cost per click was zero because there was nobody bidding against it and competition level was zero. The word Coronavirus had 2.1 million searches. The cost per click is one pence. Even though people are bidding on it the competition level is very low and you should be able to optimise for that.
— James Pybus