1. A computer-implemented method performed by a processing device for estimating a relative content item placement position of a particular content item on a page rendered according to a context based upon a proposed bid, the method comprising: receiving a base bid and a term or phrase associated with the particular content item; determining the context for a placement position estimate of the content item as a function of a match type indication associated with the received term or phrase; determining if targeting of the base bid based upon one or more targeting attributes is desired; if it is determined that targeting of the base bid is not desired, determining a bid value for the base bid; and utilizing the processing device to determine the placement position estimate of the content item via a process comprising: (a) determining a listing of keywords that compete for search results over a particular time frame against the received term or phrase; (b) identifying advertisement orders that include terms or phrases matching the competing keywords; (c) determining actual bids associated with the advertisement orders, respectively; and (d) comparing the actual bids with the determined bid value to estimate the placement position of the particular content item.