Have you used the ad preview tool:
https://adwords.google.com/select/Ad...ingPreviewTool
This shows you what your users are seeing. Adwords serves ads to you and works by understanding what you want. Because the ppc market is so volatile things move around all the time based on cpc's, bid strategies and adscheduling etc.
Say i search for 'car insurance' and keep hitting refresh, adwords is trying to serve ads that i have/have not clicked on, so if my ad is at the top and i keep searching but never clicking it pushes that ad down because it thinks that im not interested in that one.
Using the preview tool eliminates this problem - see what happens and update this post!
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