Broad bid column

(Applicable to Microsoft Advertising only) Displays the effective maximum cost-per-click for keywords that specify a broad match type and that are in a Microsoft Advertising ad group.

This column is empty for keywords that specify other match types. It was originally introduced to Search Ads 360 when a single keyword in Microsoft Advertising could specify maximum bids for each bid type. Now that Microsoft Advertising keywords can specify only a single match type and a single maximum CPC, this column is read-only. If you want to change this value, use the keyword's Max CPC column.

To use this column in a formula column, specify the Keyword_broad_bid variable.

Add this column to a report

1. Navigate to a Microsoft Advertising engine account or lower scope.

2. Click the Keywords tab.

3. Click the Columns button above the performance summary graph.

4. Next to Available columns, type the column name in the search box and press the Enter key.

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