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Welcome to the help center for DoubleClick Search, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the DoubleClick Search product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

Max bid column

The highest bid that a bid strategy can make for a biddable item.

By default, a biddable item inherits the max bid setting from a bid strategy and this column displays the inherited value. If you override the bid strategy's setting:

You can use this column in a formula column by specifying the Keyword_max_bid variable.

Note that this value isn't necessarily the current bid. For example, you can set a Max bid of $4.00, but the bid strategy might determine that you only need to bid up to $3.00 to achieve the bid strategy goal. In this case, the bid strategy would set a Max CPC of $3.00 and bid $3.00 in each auction. Bid strategies re-evaluate the Max CPC daily and can increase it as needed up to the effective Max bid. You can also override a bid strategy's Max CPC if you need to change bids quickly.

Add this column to a report
  1. Navigate to an engine account, campaign or ad group.

  2. Click the Keywords tab or click the Targets▼ tab, and then click Product groups.

  3. Above the performance summary graph, click the Columns button.

  4. In the Search for columns box, type the column name.

  5. Click + next to the column name in the Available columns list.

  6. Click Apply.

If you scope to an advertiser and view this column:

  • The column displays --- for keywords in engine accounts other than AdWords and Yahoo! Gemini.

  • You cannot edit the value in the column. Scope to a specific engine account or lower to edit the value.

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