I bid on a term that has no competitors yet the prices have doubled since February. Some of these terms get about 1000 impressions a day, some around 100. I just lowered the bids significantly on the terms that get the highest impressions and they no longer display ads in the top horizontal spots - only on the right hand side. The terms that get 100 impressions a day and have a much lower CTR I did not change the bids and they are still in the top horizontal paid spot. Doesn't this seem wrong? So Google has 2 prices; the first price is to have your ad displayed at all...the next is the price for the top horizontal spots and it has nothing to do with CTR or QS in my case...it's all about the Max CPC. I'll bet I'd never get a Google rep. to admit to this, but it is a fact.
