In the Member Guide > Ad Groups section, you set up each Ad Group with only one set of Keywords, so you can set the MAX Cost Per Click Bid for individual Keywords, which are a combination of 2 or 3 words that people put into the Google search box. Google only runs an ad from each Ad Group when people those specific words into search.

The Member Guide > Tune Bids section shows how to set up the Ad Groups page in your Search Campaign. Here’s what you see.

The ACTUAL RESULTS FOR THE LAST 30 DAYS

The MAX Cost Per Click Bid for each Ad Group — the most Google can charge you for each click the ad in that Ad Group.
The Average Cost Per Click for each Ad Group.
The total Cost for each Ad Group (individual search words).
Impr. (TOP) % for each Ad Group — the percentage of time your ad ran above organic websites on the Search Results Page.
Impr. — Impressions are the number of times your ads ran.
Total Cost Per Day for all ads.
Total Cost per Month for all Ads — the Last 30 Days.

Strategies

Bid some Ad Groups lower, if your Total Cost in the last 30 days is higher than you want to pay Google each month.

Bid Ad Groups higher for search words that people put into Google search for products that make your more money.
Bid lower for Ad Groups that you’re paying more than you should, compared with other Ad Groups.
Bid a small amount more for Ad Groups that have a LOW Cost Per Click and a LOW Impr.(TOP) % percentage to run your ads much more often with very low cost — you will see a big increase in Impressions for a small bid increase — these are bargains are caused by low bidding competition.
Bid as high as you think it makes sense, compared to other Ad Groups.