In Google Ads, what is the term for the maximum amount an advertiser is willing to pay for a click on their ad?

The term for the maximum amount an advertiser is willing to pay for a click on their ad in Google Ads is called the "Maximum CPC" (Cost Per Click).

The Maximum CPC is a crucial component of Google Ads bidding strategies, allowing advertisers to set limits on their bids to ensure that they do not overspend. This term is particularly important in the context of online advertising where competitive bidding on keywords can drive up costs. Advertisers can set their Maximum CPC based on their marketing budget, the value of a conversion, and the competitiveness of the keywords they are targeting.

By managing the Maximum CPC, advertisers can optimize their ad placement and spend effectively to achieve a healthy return on investment (ROI). It's also relevant to combine this strategy with quality score considerations, as higher quality ads may result in lower actual CPCs. Understanding how Maximum CPC works helps advertisers make more informed decisions in their online marketing efforts.