PPC help?

I use to do PPC abotu 5 years ago when it wa a bidding war
I am starting to use it again with Google
But i am lost
Once you list your keywords, money you want spent, and have your ad all set up
How do yo more up in spots or place higher than the rest of the competition
Who determines this?
What can I do to palce higher or is it all in Googles hands now

See original post by sleung