This TIP of the Month discusses how to make more money by looking at actual results.

Run more ads at lower costs than competitors with scientific precision.

1 - Don't Let Google Control Your Cost Per Click

Google now controls most advertisers' Cost Per Click to run ads at the top position on Google Search. This top ad position is extremely expensive, which makes Google a lot of money. A few clicks rapidly drains each advertiser's Daily Budget, one-by-one, so Google makes the most money possible in a 24-hour day. Shame on you Google! Don't let Google waste your money.

Go to your Search Campaign > Settings > Bidding : Manual CPC
The Bidding Setting must be Manual CPC -- any other setting let's Google set your Cost Per Click.
You can't make money if you don't control your Cost Per Click.

2 - Put Only One Search Keyword Into Each Ad Group

This way you can bid on the individual Search Keywords for each Ad Group.
This also means people see your custom ad for the exact words they just put into Google Search.
The Google program alway runs the ad inside the same Ad Group that contains the Search Keywords.

3 - After Your Ads Run, Tune Cost Per Click Bids For Each Ad Group

Look at the actual results at Search Campaign > Ad Groups
Adjust the Cost Per Click for each Ad Group so the Impr.(TOP)% Column shows 80%.

At 80% your ads run almost every Google Search at a low Cost Per Click.
Cost per Click increases rapidly above 80%.
Cost per Click decreases under 80% but ads run less often.
You know how much money you make on each Ad Group sale.

Bid each Ad Group so you make the most money.

You may need to add the Impr.(TOP)% Column to the Campaign Ad Groups page.

Click Columns center of page, then Modify Columns > Performance > Impr.(TOP)%.
Impr.(TOP)% is the percentage of times your ad appears above Organic Search website listings.

Watch more video on my Blog at www.RichBruns.com

See screenshots and strategy on The Google Search Ads Guide sections Tune Cost Per Click Bids and Campaign Settings.