1) You need to be the number 1 advertiser – You don’t need to rank number 1 in order for your advert to get a decent number of clicks and search volume. You should be putting your efforts into optimization, split testing and ROI.

2) You will only pay 1c a click if there are no other bidders – Search Engines set there own minimum bids for keywords & this is partly determined by the quality and relevancy of your landing pages. » Read more: A few PPC Myths