The short answer is that if the AdWords bid value is £1 then you will not get £1 per click on an ad.
The bidding process is complex and depends on numerous factors, many of which are not publicly known.
Yes, mobile ads may be lower than desktop, but the converse could also be true.
Regardless, whatever the advertiser actually pays for the click, you will only see £0.68 if it were £1 because Google take the other £0.32. That's the publisher cut of the click value.
The ads which are displayed on a particular page will often be different to another. AdSense indexes the pages and decides on which keywords it will use, and these are the basis of the pot of ads which may be available to display.
There are other factors, such as location, interest based ads, etc. which all make up the pot of ads available to be served. If it were possible to ensure that the AdSense bot always picked up your target keywords, there was no interest-based element, or Geo-targeting element, and your ads always guaranteed a conversion for the advertiser then you may get near to the £0.68.
Sadly, it does not work like that in practice.
The bidding process is complex and depends on numerous factors, many of which are not publicly known.
Yes, mobile ads may be lower than desktop, but the converse could also be true.
Regardless, whatever the advertiser actually pays for the click, you will only see £0.68 if it were £1 because Google take the other £0.32. That's the publisher cut of the click value.
The ads which are displayed on a particular page will often be different to another. AdSense indexes the pages and decides on which keywords it will use, and these are the basis of the pot of ads which may be available to display.
There are other factors, such as location, interest based ads, etc. which all make up the pot of ads available to be served. If it were possible to ensure that the AdSense bot always picked up your target keywords, there was no interest-based element, or Geo-targeting element, and your ads always guaranteed a conversion for the advertiser then you may get near to the £0.68.
Sadly, it does not work like that in practice.
