Winning the search marketing war by having your position for a keyword rank higher than your competitors might not keep you as profitable as you might think. "Google doesn't publicly disclose how active its millions of advertisers are and how competitive they are with each other," writes Kevin Lee. "One thing's clear: there's only room for 10 to 15 paid listings in a SERP."
Lee analyzes the concept of the "Winner's Curse," in which the winner overpays. Don't mistake the value of the click, Lee writes. He suggests researching a variety of values to determine the keyword's worth, as well as manage the bids based on a variety of targets and campaign settings.