Set cost-per-click
The Maximum Cost Per Click (CPC) is a self-explanatory amount that you will pay to Google each time someone clicks one of your ads in their SERPs.
Our recommendation at this stage is to set the CPC to £0.50, then click the link that says "View Traffic Estimator".
This will give you an indication of how many clicks Google estimates you will attract per day at your CPC.
For our purposes, though, the interesting data is in the column headed "Estimated Ad Positions".
We are aiming to achieve an Estimated Ad Position of 1-3, which we have achieved in our example of £0.50 CPC.
The reasoning behind our methodology will become clearer after an explanation of how Google ranks ads in its SERPs.
