Questions of a beginner

bids, adwords, CPC MAX

[makin]

Hi,

In one keyword, my QS started with 2 and suddently passed to 10 without doing anything. Also, I moved some keywords to an other adgroup to make the ads more relevant, and the Estimated first Page big for these keywords increased about 400%. Now, seems that the keywords are stable with the same estimated page bid as before.

Is normal this behavior? Why suddently the estimated page bid increase by 400% and then return to the normal price?

About the CPC Max, what is the the ideal bid? Is directly proportional to the estimated first page bid? For example, if the estimated page bid is 0.01, could be my CPC Max 0,05? Why I should increase my CPC Max if my niche is not competitive and the estimated first page bid is lower?

Is good to force the placement for your ads?

Thank you!

[Certified SEM]

Google Adwords automatically assigns a quality score once your keyword is added in, after initial data comes in, this quality score will change-sometimes dramatically-and will continue to fluctuate based off CTR, Ad relevance, and landing page relevance. I haven't paid much attention to first page bid estimates and how/when they are updated. First page bid estimates are usually a little high for what the intent is for us- to get on the first page. Typically, in the past, if i match the first page bid estimate, it will put my keywords between 4-7 position. This is my experience over managing 40+ adwords clients over the last 2 years.

As far as a proper CPC bid, that is highly determiniate on incoming data. You have to look at your average page position that your ad is showing up while keeping in mind the CTR and the conversion rate...some ads perform better at the number 4 position than the number 3 position, so why pay more to show up higher? Some customers have a higher site engagement or a lower bounce rate on page depending on the ad position as well.

These are just a few things that will determine how high you want your cpc bids.

Hope this helps!

Cheers