Google AdWords™ For Dummies®, 3rd Edition

Individual Campaign View

Click your campaign name to see an overview of the ad groups within that campaign. You see all your ad groups' statistics, including Default Max. CPC and Display Network Max. CPC.

• Default Max. CPC: This is the maximum cost per click you select for clicks generated on the Google search results page when you create the account. You can change this bid for specific campaigns, the ad groups, or even individual keywords. In Chapter 7, you discover smart strategies for bidding different amounts on different keywords.
• Display Network Max. CPC: This is the maximum you will pay for a click from content sites that you specify. You see this column only after you create managed placements; that is, you choose sites on the content network where you want your ads to appear.

Even though Google uses a pay per click (PPC) model, it's useful to think of buying ad space on a pay per impression basis. Google is trying to maximize its own profit per impression (that's why Google rewards high CTR with lower bid prices), so you should also aim to make as much money as possible per impression.

Just because Google gives you lots of data to look at, you don't have to rush out and buy a 30-inch monitor just so you can see it all without scrolling. To hide columns, click the Columns ...