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Why does CPC exceeds the Max CPC Bid

by faizzsheikh
2 replies
  • PPC/SEM
    • |
I have recently started to manage a PPC campaign myself, earlier I had a theoretical knowledge about PPC and some questions keep popping up in my mind as I go along managing the campaign, I will be glad if you could help me.

1. I set the Max CPC bid to 15 INR but my cost per click went upto 29 INR, why is it so? In what scenario does Google charge more for a click than my Max bid.

2. What is an idle CTR, I've managed to get 1.31% CTR is it good? How can I improve it?

3. Is this a good landing page to improve quality score, if not then what should I add to it? Landing Page

4. How can I improve my Avg. Position by maintaining/optimizing the CPC
#bid #cpc #exceeds #max
  • Profile picture of the author LucidWebMarketing
    No PPC service I know of will charge you more than your bid. The only thing I can think of that you did is set the group's maximum at 15 INR and you set bids on individual keywords that are more than that. Keyword bids will override group bids.

    CTR is dependent on many things. A major one is your ad's position. An ad will have a higher CTR in a higher position just as you would expect and just as what happens in organic results. It is therefore irrelevant to say that a certain percentage is good or bad, at least not without some context such as position. That's why Quality Score was invented. Since most of QS is based on CTR, it is your indication of how well you are doing against competitors and takes position into account. So the answer is to check your QS. A 5 is average, aim for 7 or more which would put you in about the top 25% best click rates. You improve it by creating ads that get higher click rates.

    As said, QS is mostly CTR. Little to nothing you can do to your landing page other than making sure it follows policies.

    Again, improving QS will improve your position given the same bid. Basically the formula is multiplying your bid with your QS, the higher result gets the top position. You can therefore improve position with higher bids but it is best to improve QS first and that means improving ads, provided relevant keywords.
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