Understanding AdWords PPC

[BettyM]

I have 2 questions I haven't found the answer.

Let's say I have a Google PPC ad. If someone types HP printer (no quotes)in the Google search box, What would be the order of the results if only 3 bidders with the following bids were competing for the term?

a. [HP printer] - .05 bid

b. HP printer - .10 bid

c. printer - .20

2. If someone types HP printer 3330 (no quotes) in the search box and I have the following phrases in 1 ad group, how much would I pay for hitting this phrase?

a. hp printer 3330 - .05 bid

b. hp printer - .10 bid

c. printer - .20 bid

I ask this because my targeted phrases seem to be out bid many times by 1 word bids. I just started using [] to see if brackets give me more bang for the buck.

Also, I have wondered how the list of possible matches are impacted when 3 items in my list could be a match.

[FromRocky]

One thing I'm sure is that only one of these terms will show. Thus, these three terms will compete for the placement. 1c will unlikely be the best choice regardless it has the highest max. CPC. The reason is that it may not be in a full broad match although it is set to be. Normaly, a generic and single keyword has to go through several stages (exact, partial, phrase match, etc.) and get a high CTR for each stage before it can be promoted to a true broad match.

The chosen term will be the term which produces the highest ad ranking. The ad ranking is based on Max. CPC and CTR at the time of the search. Since we don't know their CTRs, we can't predict which term will be selected.

The best way is to test them and adjust the bids.

[eWhisper]

First off, the keywords themselves are used to trigger an ad. Across multiple advertisers, the keyword matching options don't matter - it's the ad rank formula.

Details about the formula can be found here, post 11:
[webmasterworld.com...]

If you have the same keyword in one account, then the keywords will compete with each other to see which one is shown. The details can be found here, post 10 & 11.
[webmasterworld.com...]

[BettyM]

Thanks . . . the information helped. :)

Just want to make sure about one thing. Google considers [widgets phrase] more focused than the exact phrase without brackets. At 5 cents cpc with the same click through rate, Google would place a bracketed phrase above a non-bracketed phrase?

[eWhisper]

If CTR was the same - the basic answer is yes.

FYI - the matching options are:
[exact]
"phrase"
broad

Knowing those 3 terms will help you understand a lot more that's said on these boards.

The official FAQ:
[adwords.google.com...]