The Ad Group Factor allows you to either increase or decrease the CPC factor of an individual ad group in relation to your set goal (i.e. give it a factor).
By adding a 2 next to ad group "Rolex" i.e. ("Rolex;2") this tells the algorithm to double the Goal for the ad-group called Rolex, as well as the Max CPC for this chosen ad group. The result is now ad group "Rolex" has a a Goal of $20 and a Max CPC capped at $2.
*Note: Setting the factor to a decimal value (i.e. "0.5") will reduce the Goal and Max CPC accordingly (i.e. $5 and $0.75 respectively)