Each time you create a new Ad Group you will be prompted to enter a maximum cost-per-click (CPC). The maximum CPC is the maximum amount you are willing to pay each time someone clicks on your Ad. If you want the most clicks possible for your Ad Group you can select the option ‘Want to purchase the most clicks possible?’. The system will then estimate the maximum CPC needed to place your Ad among the top positions, based on your keyword list. Choosing the recommended maximum CPC will allow your Ads to appear among the top Ad positions.
If the maximum CPC are to high for your current budget, then enter the amount you are willing to pay for a click. You can use the ‘Estimated Ad Positions’ option to show you your ad position, for each keyword, for your current maximum CPC selection. If you’re not happy with your ad position you can increase your maximum CPC and run the ‘Estimated Ad Positions’ option again to view you new Ad position. You also have the option to chouse the maximum CPC for an individual keyword. This will increase your Ad position for that specific keyword. Once you’re happy you can continue.
As time goes on you will have to reevaluate your maximum CPC to keep your keywords active. This is because of the dynamic nature of Ad position placement and the way it’s calculated.