LucidSW - 2:20 pm on Mar 7, 2012 (gmt 0)
Who decides on what bid to place? Not Google, the advertiser. The whole system self maintains really. Google doesn't say "we need to make more money, let's jack up the price". Doesn't happen because everything is driven by the advertisers. That's why the QS system exists and in fact, makes more money for Google when there are more quality ads.