To set a different CPC, follow the link from the campaign name in My campaigns. You will see the list of ad groups in this campaign, as well as the list of all currently active keywords. The forecasted CPC is calculated for the whole ad group. It allows most of the ads to enter the specified position.
Brief statistics is displayed next to each keyword, i.e., the number of impressions and clicks, CTR (clickability), the cost per click ensuring the most impressions of the group ads in the guaranteed impressions group, in the top position in the guaranteed impressions block, and in each position of the premium placement.
For more information on advertising spaces, please refer to the section Display positions in search results.
Next to each keyword, there is a field displaying the maximum cost per click. The maximum cost per click value may be changed separately for each keyword or for all the keywords of the ad at once.
The entry price for guaranteed placement and premium placement on the first search results page is determined by the following:
indicators of your ad based on the keyword's CTR and quality coefficient
indicators of all competing ads for the same keyword, such as the CTR, quality coefficient, and bids
Premium placement and guaranteed impressions do not depend on whether or not there are competitors.
After setting the cost per click that you are willing to pay, click the Save bids button at the bottom of the page.
You may also have a look at our frequently asked questions about managing your CPC.
Position prices and click prices are based on the competition between advertisers for a given keyword. Factors such as the existence of competing ads, their bids, CTRs, and quality coefficients all impact position price.
For Text & Image ads, the position prices and click prices are calculated according to search queries that match the keyword (without stop words). For example, if you set a First Position bid for the query buy matches, then for the query buy fireplace matches, the ad may not be included in Guaranteed Placement.
For ads for mobile apps, position prices and click prices are calculated according to all search queries including the keyword (without stop words). For example, when calculating prices for the phrase buy matches the comptetition between the phrases buy matches, buy fireplace matches, buy waterproof matches, etc. is taken into account.
Position prices and click prices are calculated for all active ads of a group. If there are no active ads in a group, then the prices are calculated for all ads in the group.
Position prices change dynamically, and if the price goes up, an ad may be moved to a lower position.