I think it's taking into consideration the lower spots, ie.e moving into page 2 of the results.

Hi Georg

It's because Google knows the daily budget limits of advertisers bidding for that keyword.

In other words, most advertisers don't have a budget that big so that their ad is shown on Google 24/7. You can see that in order to display your ad 24/7 on a given day, your budget would have to be from €8,200 to €14,000.

So when most advertisers spend their daily budget, you can get 1-3 rank because there aren't that many advertisers left bidding that day for that keyword.

And the high bids are to show you how much you'd need to pay for a click during that time of a day when there are most advertisers bidding.

And when you put a much lower bid, Google will wait for that time of day, for example from 01:00 am to 03:00 am, to start showing your ads.

Of course, at that time, probably less people search your keyword, ie. you'd get much less traffic. But you'll get it for much less money. All you need to figure out is whether or not the traffic from that time of a day converts or not.

Hope I cleared this for you, ask me if it's still confusing.

Take care,

~Davor

Anyone have any results on only running your ad's during that time of the day?

well the interesting thing is that its possible to bid on KWs *and* get clicks - for keywords i would not even consider in my wildest dreams!

I am aware its only rough averages and guesses and the tool is not perfect...but my approach *usually* was not even to consider certain KWs..and this makes me totally overthink my strategy now.

> Anyone have any results on only running your ad's during that time of the day?

Every niche will be different. You will have to run a campaign, gather data, and base your time of day strategy on that.

> this makes me totally overthink my strategy now

There are literally 100 different strategies to consider in Adwords. Easy to overthink. But don't think, analyze. Metrics are SO important. Go with what is proven.