With PPC #1 is not always best
When bidding on terms at your favorite Pay Per Click service you need to be careful to not get into a bidding war. It is not always best to be number one. If you provide a good service and write good ad copy being number 2 or 3 is not a bad place to be. There is always some new person that comes in and wants to be number one. Set yourself a budget and rank where that budget puts you. Do tests and find out where the most profitable spot is. It is not uncommon to find out that number 2 is best. Also you might find that certain times a day seem to have the most conversions. Raise your bids for that time period.
