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.

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 Google Ads 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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