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# Max cost per click?

## ?

#### planbeta

6:15 pm on Feb 28, 2003 (gmt 0)

#### Junior Member

joined:Feb 25, 2003
posts:83

Just started using adwords - bit confused how the costing works out? What is the best way to set your costs.

Cheers

Chris

#### Chicago

6:45 pm on Feb 28, 2003 (gmt 0)

#### Senior Member

joined:Sept 21, 2002
posts:1056

Start by understanding what your ROI will be. In other words if you pay .50 cents per click and you recieve 100 clicks with an industry average of 2% conversion rate (assuming you sell something), would the \$50 that you spend on CPCs justify the 2 sales that you will generate. What about repeat customers? This equation is fundemental.

More specific, play around with the Ad Words Traffic Estimator tool. Test different Max CPCs and look at your average position, avg. CPC, and avg. clicks per day.

Remember, error on the side of being conservative, you can always modify your CPC later. Also utilize the Maximum cost per day feature to protect you if you make a mistake.

Hope this helps.

#### vibgyor79

6:52 pm on Feb 28, 2003 (gmt 0)

#### Senior Member

joined:July 8, 2002
posts:1157

Chris, that's a rather generalized question.

>>> how the costing works out?

Let's say you make a profit of \$40 by selling your product/service.
Let's assume that your website conversion rate is 1 percent (One out of 100 visitors to your site end up purchasing your product)

That means, inorder to breakeven,

maximum CPC = Conversion rate x Profit per sale /100 = 40 cents per click

If you want to make one dollar for every dollar spent on Google, your average CPC should be 20 cents per click.

This is extremely simplified though and should not be taken as the final word. Some of the keywords maybe more "valuable" to you and you can probably pay more for those.

>>> What is the best way to set your costs.

You will notice that different keywords will be priced differently. First check the minimum CPC of your keywords. You can start off by paying the minimum and then increase the cost-per-click if you are not satified with the performance of your ads.

The alternative is to go for your max. CPC and reduce it later.

It is too early to give you suggestions now - fiddle around with the campaigns and get back over here!

#### planbeta

7:29 pm on Feb 28, 2003 (gmt 0)

#### Junior Member

joined:Feb 25, 2003
posts:83

Thanks for the tips :)

The main thing that's confusing me is that the maxcost is set at 0.50 but is only actually costing 0.23 why is this?

Thanks again.

Chris

#### dkoller

5:39 am on Mar 1, 2003 (gmt 0)

#### Junior Member

joined:Aug 17, 2002
posts:111

because your next closest competitor has a max bid set to 0.22 Adwords automatically charges you only 1 cent more than the ad that ranks below you.