Why cost per click varies?
Hi @Fred C,
You are using a dynamic and robust live auction system that is constantly changing and therefore your bid and actual cost are constantly changing, too. This is why you set a maximum bid you are willing to pay and then you actually pay the highest bid from a competitor + one penny ($0.01).
So, the click costs will vary according to your quality score, your ad copy, your website content, your category, the number of searches for your keyword, the number of competitors bidding along with you... and stuff like that.
AdWords is all about matching the searcher with the absolutely best match for their search. This is what many people forget about AdWords. And the more businesses competing in the specific auction you are in, the higher the costs and the more importance is placed on your campaign & website content quality.
Please take some time to review this information, which will guide you in many ways.
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