Bid

A bid expresses what an advertiser is willing to offer for a defined advertising outcome. Under CPC bidding, that outcome is a click. Maximum bid and actual charged click price can differ.[1] A bid also differs from total campaign budget: one governs an opportunity, the other the spending envelope.

Relate the bid to the outcome's value rather than competition alone. A high-intent click may justify different economics from exploratory traffic. Check whether automated strategies or adjustments affect the base bid. Higher bidding guarantees neither additional profit nor a fixed position.