Google has a new bid estimator feature that is pretty cool. Reminds me of the old Yahoo days when you knew exactly how much each competitor was bidding on keywords.To find it: when you are adjusting individual bids, there is a tiny squiggly line next to some of the keywords. When you click on it, it will give you an estimate of how many impressions you’ll get depending on your bid. Yes, there are elements of "the best answer is to bid higher!" However, there is some nice directional advice, and often you’ll realize that you really don’t have to spend a huge amount to be #2 and get almost the same impressions.