1) What determines Ad position?
Is it just Max CPC or are there other factors at work.
If I bid £1.00 and my next competitor bids £0.50 I assume I will be ranked above him, but how much more will I pay per click?
2) What determines actual (and average) CPC?
If you bid max £1.00 per click how come on average you can be charged £0.66 per click?