Right now my maximum click through rate is as high as $1.20 for some campaigns. Obviously I would rather it be lower. But what will I loose if I lower it? And also, on a side note...how does Adwords figure out what I will pay for a click? For example, my campaign with the $1.20 max is only ever charged 84 cents a click, why not 1.20? Why don't I just set everything to 10 cents per click? How would that effect my campaigns?
