Broad max CPC column
(Applicable to Bing Ads only) Defines the default maximum cost-per-click for keywords that specify a broad match type and that are in a Bing Ads ad group.
Individual keywords can override this default by specifying their own Max CPC.
You can use this column in a formula column.
Steps to access this column:
The column appears in the reporting table by default.
If you scope to an advertiser and view this column:
The column displays --- for ad groups in engine accounts other than Bing Ads.
You cannot edit the value in the column. Scope to a specific Bing Ads engine account or lower to edit the value.