A bid strategy that allows you to set your own bid amounts to control the maximum cost for each click on your ad. Another option, automatic bidding, sets these bid amounts for you.
- Manual bidding gives you control to set the maximum amount that you could pay for each click on your ads.
- You start by setting a maximum cost-per-click (CPC) bid for your entire ad group (called your default bid), but you can also set separate bids for individual keywords or placements. For example, if you've found that certain keywords are more profitable, you can use manual bidding to allocate more of your advertising budget to those keywords.
- If you're not sure which keywords or placements are most profitable, or if you don't have time to devote to managing manual bids, consider automatic bidding instead. It automatically adjusts your bid amounts to help you get the most clicks on your ads as possible within your budget.