AdWords is now Google Ads. Our new name reflects the full range of advertising options we offer across Search, Display, YouTube, and more. Learn more

Ads
2.1K members online now
2.1K members online now
Dive into advanced features like Remarketing, Flexible Bid Strategies, AdWords Editor, and AdWords Scripts
Guide Me
star_border
Reply

Avg. CPC is more than MAX CPC

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I found that the Avg. CPC is more than MAX CPC for some keywords. and I didn't adjust my max cpc. what's problem?  Do you have this confusion?

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
September 2015

Re: Avg. CPC is more than MAX CPC

Top Contributor
# 2
Top Contributor

Hi Yalen,

 

Average CPC can exceed you max cpc in the following situations.

 

1. You are using enhanced CPC bidding for your campaign (your CPC can be raised 30% more than your max cpc)

 

https://support.google.com/adwords/answer/2464964?hl=en

 

2. You are using custom ad scheduling and incremental bids.

 

3. When you use bid adjustments (location, device) in your enhanced campaigns.

 

4. You are looking at ad group level bids, but inside ad groups you have keywords with higher max CPC (keyword bids over rides ad group level bids).

 

Please check these in your campaign.

 

Deepak

View solution in original post

Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
September 2015

Re: Avg. CPC is more than MAX CPC

Top Contributor
# 2
Top Contributor

Hi Yalen,

 

Average CPC can exceed you max cpc in the following situations.

 

1. You are using enhanced CPC bidding for your campaign (your CPC can be raised 30% more than your max cpc)

 

https://support.google.com/adwords/answer/2464964?hl=en

 

2. You are using custom ad scheduling and incremental bids.

 

3. When you use bid adjustments (location, device) in your enhanced campaigns.

 

4. You are looking at ad group level bids, but inside ad groups you have keywords with higher max CPC (keyword bids over rides ad group level bids).

 

Please check these in your campaign.

 

Deepak

Re: Avg. CPC is more than MAX CPC

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Thanks for your analysis. I found the reason~

Re: Avg. CPC is more than MAX CPC

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭

I'm new to adwords and looking at an old campaign that I didn't personally set up.

 

For a specific key word, it says "auto: $0.70" in the max CPC column, but shows $1.90 in the Avg CPC column.

 

Because its more than 30% higher I can rule out Enhanced Bidding.

I'm looking at a single key word, not the group level bids

 

But I don't know how to check if I'm using custom ad scheduling, incremental bids, or bid adjustments?  Where can I find out?

 

(p.s. the person who set up this account is a newbie as well, so I'm doubtful they set any of that stuff up... so if there are any other potential causes, I'd love to hear about them)

 

Thanks!

Re: Avg. CPC is more than MAX CPC

Top Contributor
# 5
Top Contributor
Hi Rachel,

You can find your bid adjustments within the 'Settings' tab in your account under 'Locations, Ad schedule and Devices' sub tabs.

Find more information here - https://support.google.com/adwords/answer/2732132?hl=en

Hope this helps,

Deepak

Re: Avg. CPC is more than MAX CPC

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭
Hi Deepak,

I've checked my settings but:
- there's IS custom ad scheduling but NO incremental bids.
- No enhanced campaigns
- I'm referring to keyword level bidding.

Thanks!
Loris

Re: Avg. CPC is more than MAX CPC

Top Contributor
# 7
Top Contributor
Hi Loris,

Have you checked the 'Settings Tab'?

You may have incremental bid adjustments under Locations or Device.

Also please check whether you are using automated rules.

Deepak

Re: Avg. CPC is more than MAX CPC

Visitor ✭ ✭ ✭
# 8
Visitor ✭ ✭ ✭
Thanks Deepak!

I have mobile adjustments bids set to +300% in mobile campaigns to direct traffic to Mobile. Would this make the avg. cpc for certain keywords for the mobile campaigns higher than the max CPC specified for the same keywords? Max cpc are set at keyword level in this mobile campaign. Thanks again!

Re: Avg. CPC is more than MAX CPC

Top Contributor
# 9
Top Contributor
Hi Loris,

Yes +300% mobile bid ajustment will increases the max CPC to four times the original amount.

Please find more details here - https://support.google.com/adwords/editor/answer/30532?hl=en

Deepak

Re: Avg. CPC is more than MAX CPC

Visitor ✭ ✭ ✭
# 10
Visitor ✭ ✭ ✭
I would add just one more option, which happened in my case: I use automated rules for bidding. The action was scheduled to 11.00 every day, and max CPC was decreased after a keyword was clicked on the same day - which took place before 11.00.