I am not sure how to describe my question in the title. But basically my question is for a given keyword, for example, plumber. It seems very competitive and average cpc is $12. So with similar quality score, if I want to out rank competitors and get into top spots in a regular pay per click ad, most likely my bid has to be higher than $12, right?
Is this the same for Pay per call which only targets on mobile device? (I am trying to understand if there is any ranking difference between regular text ad and pay per call only ads).
For example on PC, I see top 3 ads and let's assume their bids are:
On phone search for the same keyword, it shows the same order for those A1, A2 and A3 with regular ad format, not call only ad.
With my per-per-call mobile only ad, if I want to get into top 3 (again assume everything else like quality score, landing page etc all are the same. ), I still need to bid over $12?
What is confusing me is, when I set up the ad in Adwords for Per-Per-Call only ad, in traffic estimator, for the same keyword, it shows estimated ppc is only around $2 which is very different from $12. If I increase my bid, the estimated clicks goes down, instead of going up.
So if I want to get my ad into those top 3 on phone devices, should I follow the regular ad's ppc or the estimated ppc value as a base target?