Well I have found that adwords can be a difficult thing to predict. There a number of adwords strategies around the net but the main idea it sums up to is
your CTR (click through rate) * Max CPC = Impressions
The higher your CTR the lower your costs are. So, how do you get a good CTR? Well there are two factors that come into play, first is your keywords. The more targeted your keywords are to your ad, the more clicks you will get. The second is your ad itself, the more compelling you ad is, the higher your click through rate will be. Writing good ads requires a blog in itself, in fact there are numerous good blogs on copywriting (ad writing).
Here are a few resources for you:
http://www.thegaryhalbertletter.com
http://www.copywritersblog.com
http://www.michelfortin.com
http://www.john-carlton.com
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