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Originally Posted by Esbee
It's a combination of bid price + click through ratio. To my knowledge, it's not possible to get until your ad has a proven high CTR - generally a few weeks at a minimum.
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What he said.
You can't get it by bidding high, etc. Google's ad machine thingee calculates everything to see if you are, essentially, worthy of the top spot.
I have a few in the blue and once you get there, it's pretty solid you'll remain there.