Our bidder works with CPC bids, which means the maximum price that should be paid for the click of a user on your ad. During the course of the campaign, it is important to always keep an eye on the maximum CPCs of the keywords and direct placement and to optimize them according to performance. If you don't have any experience with campaign optimization, check out the article on campaign optimization here.
A "good" CPC can only be determined after a certain runtime of your campaign. You can set the maximum CPC of all keywords and direct placements to 0.50€ at the beginning and then increase it after 1-2 days, provided that a good click or conversion rate is achieved there. Keywords and placements that do not perform even after a longer period should then be downgraded to better distribute the total budget. After a longer period of time, the respective max. CPCs usually settle at an optimal value. A "good" CPC is therefore the result of continuous optimization.
If you don't have time to monitor your campaign, take a look at our automatic optimization options.