I have recently come across a post:
http://visual.ly/most-expensive-google-adwords-keywords-uk-data<p>which basically (tldr) says that gambling content is the most expensive (upto £80 a click). So my questions are:<p>[1] Why are they so expensive? Is the content? lack of gamblers? rich casino/betting houses?
[2] What other options do you think are viable other than adwords?<p>Disclaimer: I ask the second question because I run a small webapp for the UK which displays current top sports betting tips (i.e odds comparison) + bonus codes/free play - and I am considering advertising via "some form of adwords".