Manual CPC (Cost-per-Click) is a bidding strategy in Google Ads (formerly known as Google AdWords) that allows advertisers to have full control over the maximum amount they are willing to pay for each click on their ads. Unlike automated bidding strategies, where Google’s algorithms set bids based on predefined goals, Manual CPC allows advertisers to manually set and adjust their bids at the keyword level.

With Manual CPC, advertisers can optimize their bids based on their specific advertising goals, budget constraints, and performance data. Here’s how Manual CPC works:

1. Keyword-Level Bidding: Advertisers set individual bids for each keyword in their ad groups. This means they can allocate higher bids to keywords that are more valuable to their business or that have historically performed better, and lower bids to less relevant keywords or those with lower conversion rates.

2. Full Control: Manual CPC gives advertisers complete control over their ad spend. They can decide how much they are willing to pay for a click and can adjust bids as needed to respond to changes in market conditions, seasonal fluctuations, or campaign performance.

3. Budget Management: With Manual CPC, advertisers can manage their daily budget more effectively. They can set bids to ensure they stay within their desired budget limits while still competing effectively in the ad auction.

4. Flexibility: Manual CPC is an ideal bidding strategy for advertisers who want to experiment with different bidding approaches. They can switch to automated bidding strategies later if they find it more suitable for their campaign goals or performance.

5. Performance Analysis: Advertisers can analyze the performance of their keywords and adjust bids accordingly. By monitoring the click-through rates (CTR), conversion rates, and return on investment (ROI), advertisers can fine-tune their bidding strategy to optimize their ad performance.

6. Enhanced Targeting: Manual CPC also allows for granular targeting options, such as adjusting bids based on device type, location, time of day, or audience segments. This level of control enables advertisers to tailor their bids to reach their most valuable audience segments effectively.

While Manual CPC provides more control, it requires active management and monitoring by advertisers. They need to regularly review campaign data, identify areas for improvement, and adjust bids accordingly to achieve the desired results.

In conclusion, Manual CPC is a bidding strategy in Google Ads that puts advertisers in the driver’s seat, allowing them to manually set bids at the keyword level. This approach offers flexibility, full control over ad spend, and the ability to fine-tune bids based on performance data. By strategically managing bids, advertisers can optimize their campaigns, improve ad relevancy, and achieve their specific advertising goals.