How to Optimise and Manage Adwords Bids For The Best ROI

Why number 1 position?

Extra cost of no.1 position

You can now see bid simulation data in keyword columns.
If you ever want to tell a client how much extra they will need to pay to be in #1, this makes it easy.
 
Why bid the same for a desktop click or a mobile click?
Adwords Mobile bid adjustments

RAISE BIDS TO FIRST PAGE

This is important for exact and usually phrase keywords, but not necessarily for broad. In this case the keywords +cv and +cover +letters are getting lots of clicks in high ad positions, but Google is saying they need a bid raise to show on the first page. This means showing on the first page for every query they match, compared to perhaps currently showing for 95% of them.