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So obviously CTR and History is thrown out the window because it's all about money to Google especially since their stock price is in the toilet and they will not get the opportunity to exploit Yahoo's advertisers. I know for a fact that there are tops 1 new advertiser on the first page of results so why would the Bid is below first page bid estimate go up so dramatically? Answer: Greed and monopoly. It stinks that they do this because the are casting aside QS and CTR and if they took a polygraph it would be revealed.