Friday: Setting Keyword Bids

After you’ve estimated your initial bids, it’s time to actually put those bids in motion!

Here’s the basic process for setting bids for your new campaign from the web interface:

Create and name a new campaign and ad group.
Compose your first ad.
Add keywords.
Set your keyword bids.

In AdWords Editor, the option to set your maximum bid for a new ad group appears on the very first screens. As illustrated in Figure 4.37, you have the option to set bids—with a variety of specific bid types—before naming campaigns or ad groups,
or composing ads.

Figure 4.37 This ad group has no name, but three potential bid categories: Max.CPC Bid, Max.CPC Content Bid, and Placement Max.CPC Bid.

Take a breath. You’re doing great. Next month, you’ll begin what we consider possibly the most rewarding part of PPC marketing: the creative—yet strangely scientific—process of ad copywriting!