Maximum cost per click Discrepancy

Have you ever noticed that there’s a discrepancy between your max cost per click and the amount you’re actually paying?

For instance, your maximum cost per click is $.15 but when you look at your stats you see that you’re actually paying on average $.12 per click?

This is important because, if you can afford to pay $.15 per click you can actually increase your bid by a few cents to $.18 or $.20 to raise your actual cost per click to the level of your max cost per click.

Now why might you want to do this? Because raising your cost per click improves the ranking of your ad and if you can improve the ranking of your ad by one or two positions you could see better results and profits. This can make all the difference between an ad in the 9th or 10th position on the second page of results and an ad in the 7th or 8th slots receiving much more traffic because it now appears on the first page of results!