Hi-

Each keyword has a different search volume and level of competition, and prices are highly impacted by those numbers. So before knowing how to bid, it is important to look at the keyword you are bidding on.

Even long tail keywords can be competitive, and a number of situations can play out.

Maybe you need to bid above the recommendation because you want to fight for visibility. Maybe you want to bid 50% less just to test the waters and see where it gets you.

No matter what you decide to do, be prepared to learn and react.