We're not currently running ads. But when we tried for broad match terms like "promotional items" we found at times each click ran as much as $10. Some of our competitors are large, but they're not large enough to afford 100 clicks a day at $10 when the average order size in the industry results in about $150 of profit. That leads me to the next conclusion which is that they were paying nowhere near as much as we were to get near the top at those times. One of the frustrations I have with the system is it is a blind bid. We all have no idea what the other people are bidding. What can be done to minimize cost while maximizing exposure and is it true that what person X may pay to get to position 2 can be more or less than person y?