For CPC bidding campaigns, you set a maximum cost-per-click bid - or simply "max. CPC" - that's the highest amount that you're willing to pay for a click on your ad (unless you're setting bid adjustments, or using Enhanced CPC).
Example If you think it's worth US$.25 to have someone visit your website, you can set US$0.25 as your max. CPC. You'll pay a maximum of US$0.25 when a person reads your ad and clicks it, and you pay nothing if they don't click. Let's say you create a text ad and set a max. CPC bid of US$0.25. If 500 people see the ad, and 23 of them click to learn more, you pay only for those 23 clicks. Your max. CPC bid was US$0.25, so you'll pay no more than 23 clicks x US$0.25, or US$5.75. Often you'll pay less than your max. CPC because with the AdWords auction, the most you'll pay is what's minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks. Read the section below on actual CPC to learn more about the final amount you're charged for a click.
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With Manual CPC bidding, you can fine-tune your maximum CPC bids to help control the cost and volume of clicks on your ads. Manual CPC bidding could be a good choice for you if your campaign fits this description:
Although your website sells a wide range of art supplies, you're most interested in selling paint brushes. With Manual CPC bidding, even if your ad group has 15 keywords, you can choose to set a higher bid for only the keyword "paint brushes," which will apply whenever that keyword triggers your ad. About Manual CPC bidding With Manual Cost-Per-Click (CPC) bidding, you can set a maximum price on the cost of someone clicking on your AdWords ads. You can get good value with this bidding method because you pay only when a viewer is interested enough to click your ad and learn more. Determine a bid strategy based on your goals
AdWords offers several bid strategies that are tailored to different types of campaigns. Depending on which networks your campaign is targeting, and whether you want to focus on getting clicks, impressions, orconversions, you can determine which strategy is best for you. Consider your goals Each bid strategy is suited for different kinds of campaigns and advertising goals. For the purposes of bidding, you'll want to consider three basic types of goals, along with your current campaign settings. If you want to generate traffic to your website, focusing on clicks could be ideal for you. Cost-per-click (CPC) bidding may be right for your campaign. If you want to increase brand awareness—not drive traffic to your site—focusing on impressions may be your strategy. You can use cost per thousand viewable impressions (vCPM) bidding to put your message in front of customers. If you want customers to take a direct action on your site, and you're using conversion tracking, then it may be best to focus on conversions. Cost-per-acquisition (CPA) bidding lets you do that. Every time an AdWords ad appears, it goes through what we call the ad auction, a process that decides which ads will appear and in which order. It's not like an art auction where the highest bidder always wins; instead, AdWords does something a little more interesting:
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April 2019
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