Throughout last year Google fiddled with the programming behind AdWords in its never-ending quest both to offer surfers more relevant listings and to make more money for shareholders.

AdWords expert Andrew Goodman calls the current situation AdWords version 2.6.

I've gotten loads of upset letters from Sherpa readers on this topic -- mainly folks frustrated (and sometimes outraged) because Google's asking them to pay far more per click than they were expecting to. So I called up Andrew to ask for an explanation.

Andrew says, "I'm seeing a number of 10-20 cent charges for clicks I incurred on terms where I was the only advertiser. In essence this means there are no consistent minimums. There are now times where you'll pay .20 for what used to be a .05 click." (And, in fact, I've met AdWords clients who have had to pay a heck of a lot more in the same situation recently.)

Read Andrew Goodman's explanation on cost rises for Google Adwords campaigns at http://www.marketingsherpa.com.