Google Bid Prices vs. Click Costs:

With Google you pick a maximum bid price and your bid will never exceed that.
Their software has a bid discounter built in, so often times your average bid cost
may be way less than your bid prices.

Google bid prices are not transparent so your competitors have no way to be sure
exactly what your ads are costing (due to factoring in click through rates into
effective bid price – which I will explain later). Often times your actual price is
much lower than your maximum bid price. Remember that on Google it is average
click cost that matters and that is often way different than your max bid.