In one keyword, my QS started with 2 and suddently passed to 10 without doing anything. Also, I moved some keywords to an other adgroup to make the ads more relevant, and the Estimated first Page big for these keywords increased about 400%. Now, seems that the keywords are stable with the same estimated page bid as before.
Is normal this behavior? Why suddently the estimated page bid increase by 400% and then return to the normal price?
About the CPC Max, what is the the ideal bid? Is directly proportional to the estimated first page bid? For example, if the estimated page bid is 0.01, could be my CPC Max 0,05? Why I should increase my CPC Max if my niche is not competitive and the estimated first page bid is lower?
Is good to force the placement for your ads?