Top of page bid estimates
Google recently added another element to the Adwords interface which they feel should help us PPC-ers in optimising our accounts: top of page bid estimates. Working hand-in-hand with the first page bid estimates feature, these estimates give you an idea of how much you'll need to be willing to pay to both make it to page 1 of the SERPs and make it to number 1 of the PPC results.
Of course off-paper things are not quite as black and white. As with the first page estimates, bidding above the amounts specified in the top page estimates section does not guarantee your position. As with mostly everything in the PPC landscape, actual results are tied to your Quality Score.
From a PPC management perspective we find it slightly frustrating that such info is not available in the Google Keyword Tool as knowing this information prior to entering new PPC marketplaces would be invaluable - especially since the 'average across all positions' CPC data currently provided in the tool can be so far off sometimes!