One of the better Google video’s that I have seen (and I show as many folks as possible) is one delivered by a guy called Hal Varian who is Google’s Chief Economist. The video introduces viewers to the wild and woolly area of the AdWords auction. You can watch this Google AdWords video below.
For instance, did you know that the Quality Score of each of the keywords has a massive effect on how much you pay for each click? To learn more about how Quality Score is defined, and how to improve it, you can visit the Search Ads Quality Getting Started Guide.
Finally, remember that if you’d like to understand how bidding can affect your ad’s performance in the auction, you can use the bid simulator. It will provide you with click, cost, and impression data estimating how your ad could have performed over the last seven days had you used a different bid.
