A custom bid can be set for Sponsored Search keywords. When you specify a custom bid for a keyword, you must manually manage that keyword’s bid separately from other keywords using the default bid.

A custom bid can be set though the Ad Group Details page, the Keyword Details page, or the Import Campaign process.

Consider using a custom bid for keywords that require more pricing control. For example, a custom bid lets you set a higher bid price to remain competitive for certain keywords.

When campaign optimization is on, you specify a custom bid limit.

To specify a custom bid for a keyword:

• Click the Campaigns tab.
• Click a campaign name.
• Click an ad group name. The Ad Group Details page opens.
• Identify the keyword and click its link. The Keyword Details page opens.
• Select Specify Custom Bid in the dropdown list.
• Enter the custom bid amount in the text field. For example, you may wish to enter a custom bid of $0.80 instead of using the default bid of $0.20.
• Click the Estimate button to see estimates of clicks based on the bid you entered. You can enter different custom bid amounts to understand how different bids may affect the Estimated Average Position, the Estimated Share of Available Clicks, and the Bid Forecast graph. You can also switch between a Custom Bid and the Default Bid for comparison.
• Click the Save Keyword Bid button at the bottom of the page.