Changes have been made to the bidding information displayed for Content Match. The Top 3 Max Bids and Bid Rank columns have been removed and replaced with columns labeled Average Historical Bid Range and Estimated Average Position. Here is an explanation of each of the new columns:

• Average Historical Bid Range – This column uses historical data to provide you with a bid range for the top positions for each of your keywords, allowing you to see what the bid range has been over recent days and/or weeks.
• Estimated Average Position – This column displays an estimate of the average position your listing may achieve on content pages, based on your bid and the historical bids of other advertisers. If you enter a new bid in the Max Bid column and click Update Bids, the estimated average position will also update.