Eazygoin - 8:26 pm on Jun 27, 2006 (gmt 0)

I am both an advertiser and a publisher. As an advertiser, I reduce and increase bids according to how well they are doing. If I find that by reducing a bid,I get the same results, then I of course pay less.

Google has a 'reward' system in place, whereby it does NOT necessarily mean that the highest bids are listed at the top. Indeed, you can be at the top and pay considerably less than the next one down, if you have been rewarded for having a high hit rate.