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Scott_F - 2:39 pm on Jan 14, 2011 (gmt 0)
Looks like I wasn't the only one to spot this new method of Adwords ad display. Here's a post by Mike Higgins of Search Engine People on the same topic:
http://www.searchenginepeople.com/blog/google-testing-segmenting-ppc-markets-session-based-broad-match.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+SearchEnginePeople+%28Search+Engine+People%29&utm_content=Twitter
He explains that Google is essentially segmenting broad/general toward the long tail. This results in fewer page-one slots for each segment, which could make the broad match ad market more competitive, raising CPC required to appear on page one.