Some questions about google ads

[robin_79]

It’s an aggregated estimation (lower/upper bound) of what Google suggests you have to bid to get that spot (top of page), based on competition and historical auction data.

So, once you set a bid and enter an auction, you ad is placed based on the bid, quality score (QS, based on ad relevance, landing page and expected CTR) and your competition. If your bid+QS are “better” than the competition, you rank first. And we go down from there.

After the auction you can see how much you’ve paid and what your impression share was (including first page, and top of page). So then you’d have an idea of how much that keyword would cost you (everything else equal) for that “positional range” (for the lack of a better term) on the page.

[Guaranteed_PPC]

Also too add to what **Robin_79** said if it were not obvious,

that amount its showing you on the Google keyword planner is not only what it costs to show up there on a general basis but also what they will charge you when someone clicks on your ad as well once your already there.

The higher the rate people click on your ads, the lower the cost those clicks will actually be in reality will be and can also often wind up to be significantly lower (or higher) than what the Google keyword tool shows you here in all actuality.

The predicted historical rate on the Google keyword tool will pretty much be the same as the current going rate for a click costs in most markets, most of the time as an added FYI.