Thanks for making this available to us. Can anybody give further insight into what controls the pricing of these key words?
How much people are willing to pay for the top spot.
Sometimes it's just idiots playing my balls are bigger but a lot of times the conversions are there and people are willing to have lower ROI's because the volume makes it worth it, other times it's the merchant or people running white labels.
Wanted to make an addendum, the actual person that really dictates the amount is the person in second place if all things being equal ( i.e. similair CTR and QS ) because whatever their top bid is first place will pay more, even though this isn't the science it used to be, CTR and QS counts for about 90% of that equation, it is possible to be in first paying less than the guy in second. But if that is the case thats because some idiot is managing the adwords campaign.
-Cheers guys.