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.