Costly ADWORDS locally

We wanted to target a group in our market. The ad word cost came back at $14.00 PW even with 400 searches in our area? Why the high cost?

Please make an effort to post in the correct forum to get proper responses and avoid moderator warnings. I have moved the thread where it belongs.

As phrased, your question is hard to make sense of. What do you mean by "the cost"? Please use correct AdWords terms. Are you talking about the fist page bid? The Average cost per click? The cost of a keyword over a certain duration?

If you mean the first page bid, this could be due to the competitiveness of the keyword, to your low quality score for it, or, more likely, a combination of the two. Whether a search is global or local makes no difference, nor does the number of searches.