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?