Maximum bid caps define the maximum amount you want to pay for a pay per click bid. This is very useful to define no matter which of the other rules based bidding strategies you are using.

If you are using a rules based bidding technique, and the required bid for the position you specify is more than your maximum bid cap allows, then the pay per click bid manager has a few options depending on what is predefined.

In most instances, it will place your bid at the max allowed within your defined bid type.

In some instances, if you can not reach this bid, the manager will then load up a second set of bidding rules to work from to find the perfect bid for your listing.

No matter how the software or human defines your bids, setting a max bid cap allows you further control of your budget and individual listings and should be used with every keyword bid.

• Pay Per Click Bidding - Gap Bidding
• PPC Rules Bidding
• Pay Per Click Bidding - Position Bidding
• Pay Per Click Bidding - Maximum Bids
• Pay Per Click Bidding - Gap Jamming