So 'and' becomes 'can' and my answer is still the same - yes. That's why people who know what they are doing can do very well with adwords, and people who are clueless can waste a lot of money.
From Google themselves, your Quality Score is the key thing: The higher this score, the lower your CPC rate. Your score is affected by your CTR, analysis of search queries, ad text and keywords. Although the Quality Score is not shown, the best indicator is the Minimum Bid - the lower it is, the higher your score.
Another good question I wonder about. Anyone know?
Yeah.. it's retarded to have to pay 10x what you should for however long to wait (it's more than the old 1000 impressions which they were magically able to count whilst being unable to take the price down in the same amount of impressions) and see what some amorphous discounted rate is going to become that might still be shit.
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