Setting a maximum cost per click

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A maximum cost per click is sensitive as setting it too high might make you lose more dollars.Some keywords in AdWords or in Overture (Yahoo Search Marketing) are incredibly expensive. Terms for gambling, web hosting, insurance, credit cards and many affiliate program related topics are very, very expensive. It's probably just not feasible for you to get the number one slot. If your budget is limited, you might get one to two clicks a day before the budget is gone. In these instances, you're going to need to pick a bid level that is comfortable for you and work on making your ads better. You aren't going to be able to get the top slot by bidding, so you'll need to increase your ad's click-through rate and make it more attractive to the viewers who do see it.