When you select each keyword, you can choose how much you’re willing to pay whenever a customer searches on that keyword and clicks your ad. This is your keyword’s maximum cost-per-click or max CPC, offer amount. Some advertisers like the control they maintain with manual offers, while others are comfortable letting the Google Ads system make offers for them.
What is a Bid?
Bid – The maximum amount you are willing to offer to pay for a search keyword click.
How to Maximize Clicks works
Maximize Clicks is ideal for advertisers who don’t want to spend a lot of time setting offers but would like to get the most clicks possible for their ads within their budget. You don’t need to specify individual offers for your keywords, ad groups, or placements. All you do is set an average daily budget, and the Google Ads system automatically sets your max CPC bids to bring you the most clicks possible within your budget. For more control over your bids, you can set a CPC bid limit if you don’t want to exceed a particular price per click. Learn more About Maximize Clicks bidding.
How manual CPC offers works
This option lets you manage your max CPC bids yourself. You can set an offer at the ad group level, or for individual keywords. Your ad group’s default offer amount will be applied to all keywords in your new campaign’s ad group. You may change your offer amount at any time for any or all keywords.
Google Ads tools to help choose a keyword
Some tools help you identify keywords that you may want to adjust manually. Other more advanced tools do the bidding for you, based on an amount you select.
- Recommendations in your account can help you identify which of your keywords seem to be good candidates for bid changes. Suggestions are for increased offers (to help capture more clicks) and decreased bids (to help lower your costs). Find out how to Improve your account with Recommendations.
- The Bid Simulator runs “what-if” scenarios such as: “How many more impressions would I have received if I had raised my offer by US$0.10?” so you can adjust your bids to the right level for your budget. The simulator doesn’t predict the future, but it does estimate the click, cost, and impression data that your ads would have received in a typical week had you set higher or lower keyword bids.
- Enhanced CPC maximizes your conversions for manual bidding while achieving the same cost-per-conversion. This bid strategy looks for ad auctions that are more likely to lead to sales for you and then raises your max CPC offer (after applying any bid adjustments you’ve set) to compete harder for those clicks. ECPC will also lower your bid in auctions less likely to lead to sales. That way you get more sales and conversions out of the ad dollars you spend.
- Conversion tracking is an advanced feature that shows you which keywords most often lead customers to take the actions you want them to take (these actions, such as a purchase or newsletter signup, are called conversions). Tracking your conversions can help you decide whether to increase your max CPC for keywords that are performing well and decrease it for those that are underperforming. Conversion tracking is a requirement for using certain automated bid strategies, including ECPC with Search and Shopping campaigns, Target CPA, and Target ROAS. Learn more About automated bidding.
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