Setting bids and budgets

If you’re used to working with a monthly advertising budget, you can calculate the average amount you might budget per day by dividing your monthly budget by 30.4 (the average number of days per month).

Your bidding strategy

Here are the bid strategies you can choose from:

  • Cost-per-click (CPC) bidding: Use if you want to drive customers to your website.
  • Cost-per-impression (CPM) bidding: Use if you want to make sure that customers see your message.
  • Cost-per-acquisition (CPA) bidding: Use if you want to maximize conversions on your website.

In general, the higher your bid and the more relevant your ads and keywords, the more likely your ad will show at a higher position on the page. By managing your bids, you can influence the amount of traffic your ads receive.