Friday: Setting Keyword Bids

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After you’ve estimated your initial bids, it’s time to actually put those bids in motion!

Here’s the basic process for setting bids for your new campaign from the web interface:

  1. Create and name a new campaign and ad group.
  2. Compose your first ad.
  3. Add keywords.
  4. Set your keyword bids.

In AdWords Editor, the option to set your maximum bid for a new ad group appears on the very first screens. As illustrated in Figure 4.37, you have the option to set bids—with a variety of specific bid types—before naming campaigns or ad groups,
or composing ads.

Figure 4.37 This ad group has no name, but three potential bid categories: Max.CPC Bid, Max.CPC Content Bid, and Placement Max.CPC Bid.
Figure 4.37 This ad group has no name, but three potential bid categories: Max.CPC Bid, Max.CPC Content Bid, and Placement Max.CPC Bid.

Take a breath. You’re doing great. Next month, you’ll begin what we consider possibly the most rewarding part of PPC marketing: the creative—yet strangely scientific—process of ad copywriting!