estimated top of page bid

[smallcompany]

Would estimated top of page bid be influenced by bids of other advertisers?

This is the case of affiliates using same display URL. There is only one ad showing at the time. In this particular keyword example the first page bid estimate is 0.01 while the estimated top of page bid is 0.25

If I bid 0.20, my ad shows on the bottom of the page (yellow banner zone). If I bid 0.25 and over, the ad gets into the top banner area.

The keyword score is 10/10, and the three QS parameters are:

Expected clickthrough rate: Above average
Ad relevance: Above average
Landing page experience: Average

Why 0.25 and why it shows ad on the bottom if the bid is bellow that amount? Does it matter how much other competitors bid? What determines this parameter, there is no explanation in AdWords help?

[not2easy]

Everyone is competing for the top of the page. Having high scores for keyword and QS gets you a better rate, but then you need to outbid others who may have the same scores and possibly a better track record. The price can change at any time once you start the campaign, but usually it will only go higher as others seek to outbid you if you reach the top. It is a multidimensional calculation. Books have been written to help people develop a strategy, or experience will teach you - slowly and painfully.

[smallcompany]

Thanks.

but then you need to outbid others

There's only one ad showing at the time, on the bottom of the page.