Content match ads are displayed based on the keywords associated with that page rather than based upon a direct search.
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You should always have your return on investment numbers in mind when bidding, but some find it useful to find a bid number they are comfortable with, and stick with it no matter what.
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A bid gap is usually a $0.05-$0.10 or larger gap between two bidders. Often you will see such a gap between the 3rd and 4th bid when the top 3 positions are featured at Yahoo.
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This is when you want a particular position if the bid price does not exceed a certain amount.
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