Whew! My accounts are mostly set to UK time (inherited from previous account administration). So I have US spend that is now two hours after my midnight, and can clearly see the effects of the new Top Position pricing model. It means that *Phrase* match costs are going through the roof. Now that is not what I expected. My consumer brand Exact matches are mostly staying at the same low CPC that they have had for days. But Phrase Matched keywords are rocketing in cost - some, before I reduced the bid price, had spent 60% of the entire days budget before I could get a report out of Google.
If you are using Broad or Phrase match, and bidding anywhere near the top positions, you should *run*, not walk to your AdWords reports and see what has been happening since the new Top Position algorithm has been put in place.
