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That has been the top bid as far as I can find out for ages now.
A while back that was a hot topic in the Google groups and on some forums. A bunch of people spent a lot of time clicking on the ads. at that time they were in the $20-$40 range - but it must have cost them a fortune.
However, since they are all run by ambulance chasing type trial lawyers, most people found it difficult to get up much sympathy. A couple of the firms responded in some forums to accusations of being lower than bottom feeding scavenger fish, but were pretty much overwhelmed.
For some interesting reading, do a search on that term + lawsuits + scam.
Create an ad for your company. Put the bid at $100 and click it once and then immediately take it down. Now your companies name is spread all over the place as the highest PPC ever paid...;)
Some of those high bidders probably buy Google premium sponsorships on Google just to block inventory and resell them at significant markups if and when hot new opportunities arise or the FDA finds new side effects.
Overture is probably losing a fortune in revenue by capping the max bid on meso at $50.00. They may actually be reselling those $50.00 placements on Overture at a handsome profit. One lead for the right type of case is potentially worth millions.
There are so many other opportunites the bidders are missing.
Yesterday they were all under 30.
Up to $100 today on OV, followed by two $50 bids.
