We employ a 'reserve price' for each keyword in the ad center. The reserve price must be met in order to access our premium network inventory. Bidding below the reserve price does not guarantee delivery. But priority delivery is given to clients bidding the reserve price.
We will never charge a higher CPC than the quoted reserve rate for a given keyword in the ad center, even when an advertiser's keyword bid is higher than the reserve rate. Bidding above the reserve rate does not provide priority ranking over competing advertisers for that keyword. Since the reserve rate is subject to change, bidding above reserve ensures that keywords will continue to serve if the reserve rate is raised.
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