Would like to better understand maximum default bid in manual PPC campaign

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Hi,

I am trying to better understand the Maximum Default Bid when running a manual PPC campaign.

The Amazon documentation says “The maximum default bid is the maximum cost per click you are willing to pay when someone clicks an ad from this ad group. This bid will apply to all clicks unless you have set a customized bid for an individual keyword in this ad group.”

This makes sense except for the last part “unless you have set a customized bid for an individual keyword”. I am looking at each keyword and it seems like we have no choice but to set a customized bid. If I try to delete the bid, the system says that the bid must be at least 0.02.

So therefore does the maximum default bid mean nothing, because there will always be a customized bid on each keyword?

Thanks

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The “Maximum Default Bid” represents the highest cost per click you are willing to pay for any click within the ad group, unless you have set a customized bid for an individual keyword.

In practical terms, it means that if you haven’t specified a custom bid for a particular keyword within the ad group, the system will use the Maximum Default Bid for that keyword. However, if you decide to set a specific bid for a keyword, it will override the Maximum Default Bid for that particular keyword.

So, the Maximum Default Bid does have significance, as it acts as a fallback bid for keywords where you haven’t set a custom bid. But in most cases, sellers often opt for customized bids on individual keywords to have more control over their advertising costs and optimize their campaigns effectively.

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