I have recently started to manage a PPC campaign myself, earlier I had a theoretical knowledge about PPC and some questions keep popping up in my mind as I go along managing the campaign, I will be glad if you could help me. 1. I set the Max CPC bid to 15 INR but my cost per click went upto 29 INR, why is it so? In what scenario does Google charge more for a click than my Max bid. 2. What is an idle CTR, I've managed to get 1.31% CTR is it good? How can I improve it? 3. Is this a good landing page to improve quality score, if not then what should I add to it? Landing Page 4. How can I improve my Avg. Position by maintaining/optimizing the CPC