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:
- This column displays the max bid that you set explicitly for the biddable item.
- You can change the max bid by changing the value in this column.
- You can return to inheriting the min and max bid settings from the bid strategy at any time.
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-
Click the Keywords tab or click the Targets▼ tab, and then click Product groups.
-
Above the performance summary graph, click the Columns button.
-
In the Search for columns box, type the column name.
-
Click + next to the column name in the Available columns list.
-
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.