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Why does the same keyword cost different amounts on different days?

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# 1
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I'm just curious, my keyword "jazz guitarist" cost $3.92 on Sunday and $9.96 on Monday. Does anyone understand why that might be?

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Re: Why does the same keyword cost different amounts on different days

Top Contributor
# 2
Top Contributor
Either a change in competition or a drop in your QS - the two most likely reasons... (QS is recalculated every time the KW takes part in an auction)
Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Accepted by MosheTLV (Top Contributor)
September 2015

Re: Why does the same keyword cost different amounts on different days

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# 3
Top Contributor
Hi Chuck.
There are MANY reasons why this may happen. AdWords after all, at its core, is an auction platform.

The most likely causes are:
1) Competition. Your competitors may have their ads paused on weekends and life on Monday and are willing to pay more.
2) Your quality score. If your quality score for that particular keyword dropped over the weekend, you'll see higher prices on Monday.

I'd HIGHLY recommend that you watch this video about how it all works. Trust me, if you understand this video, you'll understand 90% of how AdWords works

https://www.youtube.com/watch?v=PjOHTFRaBWA

Hope that's helpful.