BIDDING FOR ADVERTISEMENT POSITIONS OTHER THAN ONE

Methods, systems, and computer storage media having computer-executable instructions embodied thereon that, when executed, perform methods for determining bid amounts necessary to ensure advertisements or other content items will be presented in designated positions other than the most prominent (or first) position when bid information associated with a lesser included match type is not requested, are provided. Bids are received that are associated with a given keyword, a content item and a desired placement position. Based thereupon, a placement position in which the bid will cause associated content item is determined and compared to the desired placement position. If the determined placement position is not within a given error threshold of the desired placement position, the bid is iteratively adjusted in such a way that an adjusted bid amount is determined which will ensure placement in the desired position.