Pete Bowen's site

How to increase the bid for a specific keyword when using the Maximise Clicks bidding strategy

The Maximise Clicks bidding strategy allows you to set a maximum CPC at the campaign level. It overrides any maximum CPC settings at ad group or keyword level. You can't change the maximum CPC for an individual keyword using this bid strategy.

This leads to a problem ... The Maximise Clicks bidding strategy treats your best converting keyword the same as the worst converting keyword.

The only way to give your best performers more budget or a higher maximum CPC is to create a new campaign for them.

This is the basis of the Alpha-Beta campaign structure.

High-performing keywords go into an Alpha campaign (or campaigns). They get given the budget and bidding strategy they need to perform as well as they possibly can.

The rest of the keywords stay in a Beta campaign. The Beta campaign surfaces high-performing keywords for promotion to an Alpha campaign.

Google's changes to how exact match keywords work have made it more difficult to control which searches match an Alpha keyword and which searches match a Beta keywords. But the Alpha-Beta campaign structure still appears to produce better results than having one campaign for all keywords.

Need some help with this?

I offer 1-to-1 mentoring and consulting. You’ll get help, advice, support and answers without having to commit to a long-term contract. Details here.

Want to increase your conversion rate?
I’ve seen conversion rates double, triple and even 10X after a few quick and easy changes to the enquiry form. Subscribe now, and I'll send you a free copy of my in-depth ebook High-Converting Enquiry Forms.
You're already paying for clicks. Now turn them into conversions. Privacy policy. Unsubscribe at any time.

Related articles

3 things you must do before you advertise on top of funnel keywords. Top of funnel keywords can be cheaper to advertise on. But there are 3 things you must do before you enable them.

Google Ads: Can I use capital letters in the Display URL? AdWords question: Can I use capital letters in the Display URL? Is it ok to write it like ? Will Google allow this? Here is the answer with links to the relevant Google Ads policies.

How many keywords should I have in an ad group? Grouping keywords into ad groups trips people up. This is one of the most confusing parts of building your first AdWords campaign. Getting it right almost always leads to higher CTR , better QS and a lower cost per click.

Rules for Writing Google Ads Expanded Text Adverts Here are the rules we use for writing Google Ads expanded text ads at MarketingMotor. Feel free to copy them.

What is the lowest amount of traffic needed for a campaign? The smallest estimated search volume I'd be comfortable with depends on if the campaign is for a new or existing client.

Writing Callout Extensions Coming up with callout extensions has always been hard. No more...

How to build a pilot campaign. I know nothing when I take on a new client who’s never used Google Ads for lead generation. The only way to know for sure if Google Ads will work and if the relationship with the client will be comfortable is to test it. Here's how...