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This is because, as we mentioned, the traffic-driving keywords aren't a secret.Your competitors know about them, and are likely bidding them up.During Soviet times there was a well developed system of community work and in every group (class at school, department at work etc) would be also a person responsible for sport, education, political information of the group etc.People that were doing community work were given benefits (free or discounted travel, ability to buy deficit goods, ability to receive a better apartment from the government for free etc) - remember, there was no private property until Perestroika, everything used to belong to the state, which was controlling distribution and would award the most active citizens.
So the question becomes how to attack high-volume keywords within your search marketing campaign. Popular keywords are often the most expensive keywords.
However, do not rush to optimize your pages for keywords, which you find in search suggestions.
Russians are also big fond of live performances at theatres and since tickets are affordable (prices in cinemas and theatres are comparable), they enjoy attending theatres: opera, musical, ballet, drama etc. The theatre culture was developed during the Soviet times when tickets were sold through schools and enterprises: cities were divided into areas and there was a theatre agent responsible for each particular area.
For this reason, if you want your Ad Words ad to rank for a popular keyword, you'll need to improve Quality Score in order to lower the amount you're bidding on it within your pay-per-click campaign.
The Quality Score algorithm is based on a few core elements, and they all revolve around relevance.