In order to land on position 1.0 Adspert has to bid so high that it always outbids all the competitor’s bids. This leads to one major problem:

The costs could suddenly shoot up. If we bid 5 $ to be safe on Position 1.0 and the present eff. CPC is 0.05 $ the costs could increase a hundredfold, in case the competitor suddenly decides to start bidding for the same Keyword.

For safety reasons Adspert limits the maximum bid therefor and accepts that we are only “ almost all the time” on position 1.0.