Increasing your bid may result in your ad receiving additional impressions. Depending on the average position of these new impressions, your overall average position may increase, stay the same, or even decrease in some instances.
Here's an example: With your current bid, you might receive one impression a day at position 4 on the search results page. Increasing your bid may have two results: it raises this old impression to position 3, and it gives you an additional impression at position 6. The average of position 3 and position 6 is position 4.5. This new average position is lower than your original position of 4, even though the higher bid raised the position of your original impression from 4 to 3.
Note: Within any one auction, a higher bid results in your ad receiving the same or higher position than if you were using a lower bid.
