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Originally Posted by polish_aristocrat
ok, didn't know that...
that makes things even more confusing...
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What's so confusing? If your keywords aren't peforming well then Google is going to charge you more for you to use those keywords. Before if your keywords weren't doing so well they still might be showing but only sometimes. That's was more comfusing to me having your ad show all the time, sometimes, every once in a great while or not at all. This way it is either showing or not. Simple.
If you are having to pay more for a keyword then learn how to get a better performance out of that word and the cost will go down. As I said if you can find enough 1¢, 2¢ and 3¢ keywords you should do well.