This column displays the latest available bid information for the positions at the top of the search results page for each of your keywords. For example, if the latest available bid range displayed for one of your keywords is $.75 - $.25, that means that the advertiser in position one is bidding $.75 and the advertiser in the last position at the top of the page is bidding $.25. Based on this example, if you would like your listing to appear in position one, you would need to bid above $.75. If you would like your listing to appear in any of the positions at the top of the page, you would need to bid between $.75 and $.25. If you would like your listing to appear in one of the positions below the top of the page, you would need to bid below $.25. Once you enter a new bid in the Max Bid column and click Update Bids, you will see an estimate of the average position your listing may achieve on the results page, based on your new bid and the historical bids of other advertisers.