You’ll need to decide on the right budget and bidding options to run your ads on Google.

Your budget caps the amount you spend on an individual campaign, so it should be the average amount you’d be comfortable spending daily. Your actual costs may be lower, depending on how you manage your bids.

Your maximum cost-per-click bid (max. CPC bid) is the most you’re willing to pay for a click on your ad. By managing your bids, you may influence the traffic your ads receive and the return on investment (ROI) they generate. Your campaign will likely receive more traffic with higher bids, although you’ll probably spend more money. With lower bids, your campaign will likely receive fewer clicks and conversions.

With Google Ads, you have the option to set an average daily budget or a shared budget for a campaign. You can select an average daily budget with the average amount you’re willing to spend per day in that campaign. You can use the “Budget” column under the Campaigns tab to check your average daily budget across all campaigns.

If you prefer to think of your budget in monthly rather than daily terms, you can calculate your monthly budget by multiplying your average daily budget by 30.4 (the average number of days per month).

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