Keyword minimum bids can vary depending on multiple factors, such as:

• How much the keyword is worth, or its value, which we may determined by looking at, among other things, the number of bidders and bid amounts in the keyword marketplace.
• Ad and keyword quality – The relevance of your keywords and your ads, determined by multiple factors, such as how frequently your ads are clicked relative to their competitors. Minimum bids will not be based upon conversion data.

For more information about minimum bids, please click here.