Your maximum cost-per-click (CPC) is the highest amount that you are willing to pay for a click on your ad. When ads appear on the Search Network, the maximum CPC is one of the factors affecting ad position. Increasing your maximum CPC can improve the position of your ad. When ads appear on the Content Network, the maximum CPC is a key factor in determining whether your ad is placed on your targeted placements. Again, increasing your maximum CPC can improve the chances that your ad will appear.
When you set your maximum CPC, you have the following options:
Ad group-level CPCs: If you set your maximum CPC at an ad group level, the AdWords system will automatically apply the same maximum CPC to all keywords or placements in this ad group. This is the easiest way to manage your CPCs.
Keyword-level or placement-level CPCs: You can also set unique maximum CPCs for each individual keyword or placement in an ad group. You may wish to set keyword-level or placement-level CPCs if you want certain keywords or placements to compete more aggressively for audiences interested in specific products, services, or information.
Both ad group-level CPCs and keyword- or placement-level CPCs: You can set individual bids for only some of the keywords or placements in your ad group, and simply let the remaining selections default to an ad group maximum CPC.
Content bids: When you enable
