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Now it's time to choose an appropriate maximum cost-per-click (CPC) bid for each ad group. A good rule of thumb is to set the same bid amount you're using in your search campaigns. If you're using the Keyword Tool to create your ad groups, it will provide an approximate CPC for each of your keywords, which you can use when setting your max CPC for the ad group. One of the best things about the Display Network is that once you set your bids, Google's smart pricing feature will automatically adjust the price you pay based on how likely your ads are to convert on a given web page in the Display Network. This will maximize your return on investment (ROI).
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