pay per click internet advertising inflation

This article pertains to the price which you should bid in an auction. It shows that often people do not act rationally for a number of reasons. Whether it be rounding of value, lack of knowledge or an irrationally large value of being number 1, pay per click (PPC) advertisements have inflated costs from what they should be. A smart bidder will use each extra dollar towards an area in which he/she will receive the maximum return, but common behavior shows that this is not always done.

http://www.clickz.com/3525141